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January 12, 2024 2024-01-12

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UX researchers are responsible for learning about users, their goals, challenges, and activities, and for bringing that understanding to the organization. If you notice gaps in your knowledge and you want to understand what user behavior is like in real life, then it might be time to leave the office to run a field study.

In This Article:

What is a field study, types of field studies, when is the best time to run a field study, when should you consider other methods, tips for planning field studies.

A field study is a type of context research that takes place in the user's natural environment (sometimes referred to as in situ , Latin for "in place") as opposed to a lab or an orchestrated setting.

Other research methods like secondary (desk) research , diary studies , unmoderated usability testing , remote - or lab-moderated (in-person) usability research  are often popular because they are either easier to set up or they are less resource-intensive (or both) compared to a field study. However, field studies can fill the gaps left by these other methods:

• Observing users in real scenarios will provide you with specific data that directly applies to your audience. Field studies that focus on specific tasks help researchers learn how to best support these tasks. For example, do people tend to use the product or service in the car? While checking in at a facility? At a kiosk? Field studies can reveal how well (or not well) the design supports realistic use cases.
• The context in which people do their tasks can reveal things you wouldn’t know to ask about, such as problems that crop up when new tools or processes are introduced into existing work practices. It also allows you to understand how well systems work in their normal context of use: when people are, say, distracted, in noisy places, or interacting with other people.

The range of possible field studies is very wide. Field studies can be either entirely immersive and open-ended or less immersive and more directed, involving prototypes or usage of specific existing systems.

Direct Observation

Direct observation  is a purely observational study in which the researcher is a “fly on the wall;" they do not intervene in the participants’ activities, nor do they ask any questions. This method is useful for conducting research into user processes — for instance, to help create natural task flows. It is also great for learning users' vocabularies and mental models , understanding businesses’ interactions with customers, and discovering common workarounds — for example by listening in on support calls, watching people moving through amusement parks, or observing sales staff and customers in stores.

Contextual Inquiry

Contextual inquiry  involves a combination of in-depth observation and interviews of a small sample of users to gain a robust understanding of work practices and behaviors. Most qualitative usability tests   in the field fall under this category.

Customer-Site Visits

Customer-site visits are a combination of direct observations and customer interviews, often led by the customer or client. For example, you might take a tour of a facility or walk through a system with them. These visits can help you understand usability issues that arise in particular industries or business contexts, or at certain scales.

Ethnography

Ethnography  requires complete immersion within a person’s or group’s natural setting for a sustained period, in some cases, living as a member of the group. It allows you to gain insight into mental models and social situations that can help products and services fit into people’s lives. This type of research is particularly helpful when your target audience lives in a culture or environment that is different from yours.

Field studies can be done at any time , but it often makes sense to do them before design (or redesign) begins, because such research can lead to fundamental shifts in understanding your users and can change what you would design for them. In particular, it makes sense to use these in the discovery phase of research, while you are still understanding the problem space.

Field studies can also be used in later stages of design or development, as an evaluative research technique . Sometimes this is referred to as “field testing” or “beta testing.” Field testing is a form of field research in which an existing prototype is utilized in its typical context.

If money were no object, we would probably all do much more field research. Unfortunately, field methods have not become cheaper at the same rate as other usability methods, and they can be challenging to facilitate. Beyond reasons of resource constraint, you might decide to stay out of the field in certain other cases.

Remote, Moderated Usability Research

With the advent of digital meeting tools and video chat, field studies can somewhat be facilitated remotely , with participants and facilitators each in their chosen locations. This remote, interactive approach can often be  cheaper and faster  than field or lab studies, since everyone avoids expensive and time-consuming travel to unfamiliar places. Being in your own space also offers comfort, familiar tools, and convenience.

Remote, moderated studies  make sense when:

• Your  participants are all over the map , and traveling to meet in person is too difficult or expensive.
• It’s important to get answers quickly and cheaply, and  you already understand the people, tasks, and contexts in depth .
• You need to conduct a few sessions at a time , for example when testing early designs with only a couple of users for each iteration.
• Many stakeholders or interested parties wish to observe the session , which would be impractical and disruptive during a field study, either by limiting rapport or literally crowding the room. These folks could be “hidden” from participants’ eyes with digital-meeting tools.

Still, remote moderated studies are often limited in how much external context is observable. In other words: you can’t see what the user’s camera doesn’t show you. That missing context is often important when you are trying to understand people and their environment, and extra steps need to be taken  to ensure these studies yield fruitful insights.

Lab Research (Including Traditional and XR or Simulation-Based Research)

You might wish to conduct in-person research in labs, conference rooms, or other spaces when:

• What you are testing or researching is particularly confidential, sensitive, or private.
• You need to record the session (but cannot do so remotely or in the users’ secured location).
• You have several observers who wish to observe these sessions and you can place them into an observer room with a one-way mirror.
• The scenario you need to study is impossible, impractical, or unethical to observe in person (for example: natural disasters, traumatic events, or high-risk scenarios), and must be simulated with extended-reality (XR) headsets or other technology.

While planning your field study , there are steps you can take to optimize your time spent observing users in their context. Ensure your research plan considers the following:

What Are Your Research Questions ?

Carefully consider what your team wants to learn, and how that (and other contextual factors) might factor into the field study’s setup.

• Participants: Who are your target users? Depending on the research method you use, you might need a professional recruiter or a team member to help you  screen and schedule  people.
• Setting: Go where your potential users are most likely doing the tasks you would like to observe: workplaces, schools, shopping centers, airports, and so on. Is there a specific environment or scenario that would be most realistic for your target users? Are there travel considerations (for you and the participants)? Do you have a private room where you can debrief with fellow researchers and observers?
• Timing: What time of day are these activities typically happening (or, alternatively, when in the customer journey)? Will you need to coordinate these sessions outside your normal working hours to accommodate participant schedules?
• Method: How much (or how little) do your participants reveal about their workflow? Does probing seem to significantly disrupt your users’ workflows? Will you need to prepare followup questions for after the observational portion to limit disruptions in users’ natural process? Or, are these questions better asked contextually, in the moment?

Who Is Accompanying You During the Field Study?

While there are certainly cases where a sole researcher will conduct field research alone, it’s far more common to be accompanied by other people, be it fellow researchers (either taking notes or running sessions concurrently) or observers.

Fellow Researchers

During a field study, side chatter can not only be distracting, but it can also bias the results of your study. Similarly, lack of alignment about research questions and intent behind studying tasks can result in researchers observing the wrong things or missing key details. To reduce chatter and increase alignment with others, consider having a research plan and facilitator guide available, with research questions clearly outlined. That way, researchers can not only follow quietly and confidently, but can run sessions in a consistent manner that reduces bias.

Decide whether to allow stakeholders to watch, and if so, what logistical constraints need to be communicated to them. Although it’s often  strategically important and desirable to involve stakeholders in observing user research , it’s not always possible with field studies. Sometimes observers won’t fit in the space, or they would make the research situation too intimidating or otherwise create an awkward situation for the participants. When that happens, you won’t get to observe the most natural behavior and you might not get the candid information that you need.

However, sometimes outside researchers can’t be left alone with participants as a matter of organizational policy, so observers  must  be present. In any case, consider having “slots” for observers to claim, and provide clear guidelines during signup to ensure observers know how to observe and how to help collect data , so they won’t  behave badly .

Do You Have the Right Permissions?

Make sure you have permission to run the study; not just from supervisors or participants, but also from the facility managers. When applicable, work with an ally onsite. When visiting a business, for example, you might need help recruiting, scheduling, reminding, rewarding, and briefing participants. An onsite helper can escort you, introduce you, and help you with equipment or space issues. You may need to get permission in advance to conduct research in public or commercial spaces.

When you encounter problems or behavior that you don’t understand around existing products or services, field studies can help you take a step back and find a new perspective, based on realistic user behavior in realistic contexts.

Doing research where people are can also be crucial to understanding whether new products and services will help, hinder, or fall flat for the people you aim to assist. Set aside assumptions and allow insights to reframe what you’re creating and how it will affect the experiences of the people you’re designing for.

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What is Field Research? Definition, Types, Methods, Examples

Appinio Research · 05.04.2024 · 30min read

Have you ever wondered how researchers gather data about real-life situations, behaviors, and interactions? Field research holds the answer. Field research is like stepping into the world around us to study things as they naturally happen. It's about going beyond the confines of a lab or a controlled environment to observe, interact with, and collect data from people, communities, or natural settings. Whether it's understanding how people make decisions, studying the behavior of animals in their habitats, or exploring cultural practices in different societies, field research offers a window into the complexities of our world. It's a hands-on approach that allows you to immerse yourself in the context you're studying, gaining firsthand insights and uncovering patterns that might not be apparent in artificial settings. From interviewing participants to conducting observations and surveys, field researchers employ a variety of techniques to capture the richness and diversity of human experiences and natural phenomena. In this guide, we'll explore the ins and outs of field research, from its importance and applications to practical tips for planning, conducting, and analyzing field studies.

What is Field Research?

Field research is a qualitative data collection method that involves studying phenomena in their natural settings. Unlike laboratory experiments or simulations, field research takes place in real-world environments, allowing you to observe, interact with, and gather data from participants or phenomena as they naturally occur. This approach enables researchers to gain firsthand insights into complex social, behavioral, or environmental dynamics, providing rich and contextually embedded data for analysis and interpretation.

Importance of Field Research

Field research plays a crucial role in various disciplines and industries, serving as a cornerstone for generating new knowledge, understanding real-world phenomena, and informing decision-making and practice.

Here is why field research is important:

• Contextual Understanding:  Field research allows researchers to study phenomena in their natural contexts, providing a nuanced understanding of the social, cultural, and environmental factors that shape behavior, attitudes, and experiences. By immersing themselves in the field, you can capture the intricacies and complexities of real-life situations that may not be apparent in controlled laboratory settings.
• Insights into Human Behavior:  Field research provides valuable insights into human behavior, interactions, and relationships in diverse contexts. By observing and interacting with participants in their natural environments, researchers can uncover patterns, motivations, and social dynamics that influence individual and group behaviors. This understanding is essential for addressing societal challenges, designing interventions, and improving policy and practice.
• Generating Grounded Theory:  Field research often serves as the foundation for grounded theory development, where theoretical frameworks and hypotheses emerge from empirical observations and data analysis. By systematically collecting and analyzing data from the field, you can generate new theories, concepts, or models that are grounded in real-world phenomena and have practical relevance and applicability.
• Validating and Supplementing Existing Knowledge:  Field research provides an opportunity to validate or supplement existing knowledge derived from laboratory studies, surveys, or secondary data sources. By corroborating findings across different methods and contexts, you can enhance the credibility and robustness of their conclusions and contribute to the accumulation of knowledge in their respective fields.
• Informing Policy and Practice:  Field research findings have direct implications for policy development, program planning, and practice in various sectors such as healthcare, education, social services, and environmental management . By generating evidence-based insights and recommendations, field research can inform decision-making processes, guide resource allocation, and improve the effectiveness and relevance of interventions and policies.

Field research offers a unique opportunity to explore, understand, and address real-world phenomena in their natural contexts. By embracing the complexities and nuances of the field, researchers can generate valuable insights, advance theoretical understanding, and make meaningful contributions to scholarship, practice, and society at large.

How to Prepare for Field Research?

Laying the groundwork for your research journey is crucial before diving into the field. This involves a series of preparatory steps aimed at ensuring clarity, focus, and feasibility in your approach.

1. Define Research Objectives

Your research objectives serve as the guiding light throughout your field research endeavor. They delineate the purpose of your study and provide a clear direction for your investigative efforts. When defining your objectives, consider the overarching goals you aim to achieve and the specific outcomes you hope to attain through your research. Whether it's understanding a particular phenomenon, exploring a societal issue, or testing a theoretical proposition, articulate your objectives with precision and clarity.

2. Choose a Research Topic

Selecting the right research topic is paramount to the success of your field research project. Your topic should be aligned with your interests, expertise, and the broader context of your field of study. Consider the relevance, novelty, and significance of potential topics, and choose one that resonates with your intellectual curiosity and research goals. Additionally, ensure that your chosen topic is feasible within the constraints of time, resources, and access to data or participants.

3. Develop Research Questions

Research questions serve as the compass that guides your inquiry and shapes the trajectory of your research journey. These questions should be framed in a way that allows for systematic investigation and exploration of the phenomenon under study. When developing your research questions, strive for clarity, specificity, and relevance to your chosen topic. Consider the scope of inquiry, the level of detail required, and the potential implications of your questions for theory, practice, or policy.

4. Formulate Hypotheses

Hypotheses provide a framework for hypothesis-driven research, allowing you to make predictions about the relationships or patterns you expect to observe in your data. If your research is hypothesis-driven, formulate clear and testable hypotheses that articulate the expected outcomes or associations based on existing theory or empirical evidence. Ensure your hypotheses are falsifiable, meaning they can be rigorously tested and potentially disproven through empirical investigation.

5. Review Existing Literature

Before venturing into the field, take the time to immerse yourself in the existing literature relevant to your research topic. A comprehensive literature review not only provides valuable insights into the current state of knowledge but also helps you identify gaps, contradictions, or areas needing further exploration. Synthesize and critically evaluate the findings, theories, and methodologies presented in the literature, and use this knowledge to inform your own research design , questions, and hypotheses.

6. Secure Necessary Permissions and Resources

Obtaining the requisite permissions and resources is essential for the smooth execution of your field research project. Depending on the nature of your study, you may need to seek ethical approval from institutional review boards or obtain permits for conducting research in specific locations or with certain populations.

Additionally, ensure you have access to the necessary resources, such as funding, equipment, transportation, and logistical support, to carry out your research effectively. Be proactive in addressing potential challenges or barriers that may arise during the planning phase, and seek guidance or assistance as needed to navigate the regulatory and logistical requirements of your research endeavor.

How to Plan Field Research?

As you transition from the preparatory phase to the implementation stage, meticulous planning becomes essential to ensure the success and efficiency of your field research endeavors. Let's delve into the key components of planning field research, from selecting appropriate methodologies to anticipating and mitigating potential challenges.

1. Select Suitable Research Methods

Choosing the proper research methods is pivotal to the success of your field research project. Your research objectives, questions, and the nature of the phenomenon under investigation should guide the selection process. Consider the strengths and limitations of various research methodologies, such as qualitative, quantitative, or mixed methods approaches, and choose the one that best aligns with your research goals. Factors to consider include:

• The level of depth and detail required.
• The type of data you aim to collect.
• The accessibility of research participants or sites.

Be prepared to adapt and refine your chosen methods as you gain insights and experience in the field.

2. Design Research Instruments

Once you've identified your research methods, the next step is to design the instruments or tools you'll use to collect data. Whether it's interview guides, survey questionnaires , observation protocols, or experimental materials , your research instruments should be meticulously crafted to elicit relevant and reliable information from your participants.

Pay attention to the clarity, comprehensiveness, and validity of your instruments, ensuring that they align with your research objectives and are appropriate for your target population or context. Pilot testing your instruments with a small sample of participants can help identify and address any ambiguities or issues before full-scale implementation.

3. Determine Sampling Techniques

Sampling is a critical aspect of field research, influencing the representativeness and generalizability of your findings. There are various sampling techniques available, each suited to different research designs and objectives. Consider factors such as the size and diversity of your target population, the accessibility of potential participants, and the level of precision required for your study.

Standard sampling techniques include probability sampling methods like simple random sampling, stratified sampling , or cluster sampling , as well as non-probability sampling methods like convenience sampling, purposive sampling, or snowball sampling. Choose the sampling technique that best balances practical considerations with the need for valid and reliable data.

4. Create a Research Schedule

Developing a well-structured research schedule is essential for keeping your field research project on track and ensuring you meet your deadlines and milestones. Start by breaking down your research activities into manageable tasks and allocating timeframes for each stage of the process, from pre-fieldwork preparation to data analysis and reporting.

• Be realistic in your estimations and build in buffer time for unexpected delays or challenges that may arise during fieldwork.
• Consider factors such as seasonal variations, logistical constraints, and the availability of participants when scheduling your research activities.
• Regularly review and update your schedule as needed to accommodate changes or revisions to your plans.

5. Identify Potential Challenges and Mitigation Strategies

Field research is inherently unpredictable, and you're likely to encounter various challenges and obstacles along the way. Anticipating these challenges proactively and developing mitigation strategies can help minimize their impact on your research outcomes. Common challenges in field research include logistical issues, recruitment difficulties, ethical dilemmas, and interpersonal conflicts.

Take the time to identify potential risks and vulnerabilities inherent in your research design and context, and develop contingency plans or alternative courses of action to address them. Collaborate with peers, mentors, or experienced researchers to brainstorm solutions and draw on their insights and expertise. By being prepared and adaptable, you can navigate the complexities of field research with confidence and resilience.

How to Conduct Field Research?

Now that you've laid the groundwork and meticulously planned your field research project, it's time to roll up your sleeves and immerse yourself in the field.

Data Collection Techniques

Data collection is the heart of field research, enabling you to gather firsthand insights and observations from the field. You can employ several techniques to collect data, depending on your research objectives, context, and the nature of your study.

• Observational Methods:  Direct observation involves systematically observing and documenting behaviors, interactions, or phenomena in natural settings without interfering or influencing the subjects. This method is particularly useful for studying social interactions, environmental dynamics, or animal behavior.
• Interviewing:   Interviews allow researchers to engage in structured, semi-structured, or unstructured conversations with participants to gather in-depth insights, perspectives, or experiences related to the research topic. Depending on logistical constraints and participant preferences, interviews can be conducted face-to-face, over the phone, or via digital platforms.
• Surveys and Questionnaires :  Surveys involve administering standardized questionnaires or surveys to a sample of respondents to collect quantitative data on their attitudes, beliefs, behaviors, or demographics. Surveys can be distributed in person, via mail, email, or online platforms, depending on the target population and accessibility.
• Focus Groups :  Focus groups bring together a small group of participants to engage in facilitated discussions or brainstorming sessions around specific topics or issues. This method allows you to explore group dynamics, consensus, or dissent among participants and generate rich qualitative data through interaction and dialogue.

Choose the data collection techniques that best align with your research objectives, methodology, and participants' preferences. Be mindful of ethical considerations, informed consent procedures, and the need to maintain confidentiality and privacy during data collection.

As you navigate the intricacies of data collection in your field research journey, imagine streamlining the process and gaining valuable insights in a fraction of the time. With Appinio 's intuitive platform, you can accelerate your research endeavors, transforming hours of data collection into minutes of actionable insights. Empower yourself to make informed decisions swiftly and seamlessly, all while embracing the dynamic nature of field research.   Ready to experience the efficiency of Appinio firsthand? Book a demo now and unlock the power of real-time data collection and research!

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Fieldwork Logistics

Effective management of fieldwork logistics is essential for the smooth execution of your research project and the well-being of both researchers and participants. This entails careful planning, coordination, and organization of various logistical aspects, including participant recruitment, site selection, equipment management, and safety protocols.

• Recruiting Participants:  Identify and recruit eligible participants using appropriate sampling techniques and recruitment strategies. Clearly communicate the purpose and expectations of the study, obtain informed consent, and address any concerns or questions raised by participants.
• Establishing Field Sites:  Select and secure suitable field sites or locations where data collection will take place. Consider factors such as accessibility, safety, privacy, and the relevance of the site to your research objectives. Obtain any necessary permits or permissions required for conducting research in specific locations.
• Managing Equipment and Supplies:  Ensure that you have all the necessary equipment, materials, and resources required for data collection, recording, and storage. This may include audio or video recording devices, notebooks, pens, measuring instruments, or digital devices for data entry.
• Ensuring Research Ethics and Safety:  Adhere to ethical principles and guidelines governing research with human subjects, animals, or sensitive environments. Prioritize participant welfare and safety by implementing appropriate risk management measures, emergency procedures, and protocols for handling sensitive or confidential information.

Regularly assess and reassess the logistical needs and challenges encountered during fieldwork, and be prepared to adapt and improvise as needed to overcome obstacles and ensure the successful completion of your research objectives.

Data Recording and Management

Accurate and systematic data recording is crucial for maintaining the integrity and reliability of your research findings. Establish clear protocols and procedures for recording, organizing, and managing your data throughout the fieldwork process.

• Data Recording:  Document observations, interviews, survey responses, or other forms of data systematically and consistently. Use standardized formats, codes, or identifiers to ensure uniformity and ease of analysis. Consider using digital tools or software for data collection and recording to streamline the process and minimize errors.
• Data Storage and Backup:  Store your data securely and responsibly to prevent loss, theft, or unauthorized access. Back up your data regularly using reliable storage devices or cloud-based platforms to safeguard against data loss or corruption. Implement encryption, password protection, or other security measures to protect sensitive or confidential information.
• Data Validation and Quality Control:  Conduct periodic checks and validations to ensure the accuracy, completeness, and validity of your data. Double-check entries, reconcile discrepancies, and address any outliers or inconsistencies identified during the data collection process. Maintain detailed documentation of any revisions or corrections made to the dataset.

By implementing robust data recording and management practices, you can enhance the reliability, transparency, and reproducibility of your research outcomes and facilitate the analysis and interpretation of your findings.

Field Research Examples

Field research plays a pivotal role in helping businesses understand their customers, market dynamics, and competitive landscape. Here are some examples of how field research can be applied in real-world scenarios.

Customer Observation and Ethnography

Imagine a retail company seeking to improve its store layout and enhance customers' shopping experience. By conducting field research through customer observation and ethnographic studies , researchers can immerse themselves in the retail environment, observing how customers navigate the store, interact with products , and make purchasing decisions.

Through careful observation and note-taking, you can uncover valuable insights into customer preferences, behaviors, and pain points, informing strategic decisions around product placement, signage, and store design.

In-Depth Interviews and Focus Groups

A tech startup developing a new mobile app wants to gather feedback from potential users to refine its features and user interface. Through in-depth interviews and focus groups conducted in the field, researchers can engage directly with target users, exploring their needs, preferences , and usage patterns.

Asking probing questions and facilitating group discussions can elicit rich qualitative insights into user experiences, pain points, and desired functionalities. This firsthand feedback can guide the iterative development process, ensuring that the app meets the needs and expectations of its intended audience.

Market Research and Competitive Analysis

A multinational corporation launching a new product in a foreign market conducts field research to assess market demand and understand local competitors. Researchers may conduct surveys, interviews, and market observations to gather data on consumer preferences, buying behavior, and competitor offerings.

By analyzing this data, the company can identify market opportunities, refine its marketing strategy, and tailor its product offerings to meet the specific needs and preferences of the target market . Field research also provides valuable insights into competitive positioning, allowing the company to differentiate itself and capitalize on its unique strengths.

User Testing and Usability Studies

A software development company wants to ensure that its website is user-friendly and intuitive for visitors. Through field research methods such as user testing and usability studies , researchers can observe real users interacting with the website in a naturalistic setting.

By monitoring users' actions, navigation patterns, and feedback, you can identify usability issues, areas of confusion, and opportunities for improvement. This iterative process of testing and refinement helps optimize the website's design and functionality, ultimately enhancing the user experience and driving customer satisfaction and loyalty.

Employee Feedback and Organizational Culture

A large corporation embarks on a field research initiative to better understand employee satisfaction, engagement, and organizational culture. Through surveys, focus groups, and participatory observation, researchers gather feedback from employees across different departments and hierarchical levels.

By exploring topics such as work-life balance, communication channels, and leadership effectiveness, you can identify areas of strength and areas for improvement within the organization. This insights-driven approach enables the company to implement targeted interventions, policies, and initiatives to foster a positive and inclusive work environment, ultimately enhancing employee morale, productivity, and retention.

In each of these examples, field research serves as a valuable tool for generating actionable insights, informing strategic decision-making, and driving business success. By embracing a hands-on, experiential approach to research, businesses can gain a competitive edge in today's dynamic and rapidly evolving marketplace.

How to Analyze Field Research Data?

Once you've collected data in the field, the next critical step is to analyze it to derive meaningful insights and draw conclusions.

1. Clean and Organize Data

Before delving into the analysis, it's essential to clean and organize your data to ensure its quality and integrity. Data cleaning involves identifying and rectifying errors, inconsistencies, or missing values in your dataset. Data cleaning tasks include:

• Removing Outliers:  Identify and remove any extreme or erroneous data points that may skew your analysis or distort your findings.
• Handling Missing Data:  Address missing values by imputing them using appropriate techniques such as mean imputation, regression imputation, or multiple imputation.
• Standardizing Variables:  Ensure consistency in measurement units, scales, or formats across variables to facilitate comparison and analysis.
• Checking for Data Entry Errors:  Review data entries for typos, duplicates, or other inaccuracies that may arise during data collection or recording.

Once the data cleaning process is complete, organize your dataset in a structured and systematic manner to facilitate analysis. Create variables, labels, or categories as needed, and document any transformations or manipulations applied to the data for transparency and reproducibility.

2. Apply Analytical Techniques

With a clean and organized dataset in hand, you can now apply analytical techniques to uncover patterns, relationships, or trends within the data. The choice of analytical techniques will depend on your research questions, objectives, and the nature of your data.

Analytical methods used in field research include:

• Descriptive Statistics :  Calculate measures of central tendency, variability, and distribution to summarize and describe your data.
• Inferential Statistics :  Use statistical tests such as t-tests, chi-square tests, regression analysis , or analysis of variance (ANOVA) to test hypotheses, compare groups, or examine relationships between variables.
• Qualitative Analysis:  Employ qualitative data analysis techniques such as thematic analysis , content analysis, or grounded theory to explore themes, patterns, or meanings embedded within textual or narrative data.
• Mixed Methods Analysis:  Integrate quantitative and qualitative data to gain a more comprehensive understanding of the research phenomenon through triangulation or data transformation techniques.

Select analytical techniques appropriate for your research design, data type, and research questions. Ensure your analyses are conducted rigorously and transparently, adhering to established standards and guidelines in your field.

3. Interpret Findings

Once the analysis is complete, it's time to interpret the findings and draw meaningful conclusions from your data. Interpretation involves making sense of the results in the context of your research objectives, theoretical framework, and empirical evidence.

• Contextualizing Results:  Situate your findings within the broader context of existing literature, theoretical perspectives, or real-world phenomena to provide meaningful insights and interpretations.
• Identifying Patterns and Trends:  Highlight recurring patterns, trends, or relationships observed in the data and discuss their implications for theory, practice, or policy.
• Exploring Alternative Explanations:  Consider alternative explanations or interpretations of the findings and discuss their potential implications for the validity and reliability of your conclusions.
• Addressing Unexpected Findings:  Acknowledge and address any unexpected or counterintuitive findings that may challenge existing assumptions or theories and offer plausible explanations or avenues for further exploration.

Communicate your interpretations clearly and concisely, using evidence from your data to support your claims and conclusions. Be transparent about the limitations and uncertainties inherent in your findings, and discuss their implications for future research or practice.

4. Address Limitations and Bias

No research study is without limitations or biases, and it's essential to acknowledge and address these shortcomings transparently. To address limitations and bias in your field research:

• Methodological Limitations:  Discuss any limitations or constraints inherent in your research design, sampling methods, or data collection techniques that may have influenced the validity or generalizability of your findings.
• Selection Bias :  Be mindful of selection bias, where certain groups or individuals are overrepresented or underrepresented in your sample, and consider its potential impact on the reliability and validity of your results.
• Social Desirability Bias:  Recognize the influence of social desirability bias, where participants may provide responses that are perceived as socially acceptable rather than truthful, and consider strategies to mitigate its effects.
• Researcher Bias:  Reflect on your own biases, assumptions, or preconceptions that may have influenced the research process or interpretation of findings, and strive for objectivity and reflexivity in your analysis and reporting.

By acknowledging and addressing limitations and biases transparently, you demonstrate intellectual honesty and integrity, and contribute to the credibility and robustness of your research outcomes.

How to Report Field Research Results?

Communicating your research findings effectively is essential for sharing your insights with the academic community, policymakers, practitioners, and other stakeholders. Here are some strategies for reporting and presenting your results:

• Structuring the Research Report:  Organize your research report in a clear and logical manner, following the conventions of academic writing. Include sections such as introduction, literature review, methodology, results, discussion, and conclusions. Each section should flow cohesively, guiding the reader through the research process from inception to conclusion.
• Writing Techniques and Guidelines:  Use clear, concise, and jargon-free language to convey your findings to a diverse audience. Structure your sentences and paragraphs logically, and use headings, subheadings, and bullet points to enhance readability. Pay attention to grammar, spelling, and punctuation, and adhere to the formatting style prescribed by your discipline or publication venue.
• Creating Visual Representations: Enhance your research report or presentation with visual representations such as tables, charts, graphs, heatmaps , or diagrams. Choose visual formats that effectively illustrate key findings or trends in your data. Ensure that your visuals are clear, accurate, and appropriately labeled, and provide a brief caption or explanation to contextualize the information presented.
• Preparing Presentations:  Design engaging and informative presentations highlighting your research's main findings and implications. Use slides, visuals, and storytelling techniques to capture your audience's attention and convey your message effectively. Structure your presentation logically, with a clear introduction, main body, and conclusion, and allow time for questions and discussion.
• Sharing Findings with Stakeholders:  Share your research findings with relevant stakeholders, including academic peers, policymakers, practitioners, or community members. Tailor your communication approach to the needs and preferences of your audience, and choose appropriate dissemination channels such as conferences, seminars, publications, or social media platforms. Invite feedback or collaboration whenever possible, and be open to engaging in dialogue and knowledge exchange with your audience.

Effective reporting and presentation of research results not only showcase the significance and impact of your work but also contribute to knowledge dissemination, collaboration, and informed decision-making in your field. Strive for clarity, coherence, and engagement in your communication efforts, and consider your audience's diverse needs and interests when crafting your messages.

Conclusion for Field Research

Field research is a powerful tool for gaining a deeper understanding of the world around us. By venturing into real-life settings, you can uncover valuable insights into human behavior, societal dynamics, and natural phenomena. Whether studying the behavior of animals in their natural habitats or exploring the intricacies of human interactions, field research offers a unique perspective that complements other research methods. By embracing the complexities and nuances of the field, researchers can generate knowledge that is grounded in real-world experiences and has practical implications for addressing pressing societal challenges. Furthermore, field research isn't just about collecting data—it's about making a difference. The i nsights gained from field studies can inform policy decisions, shape interventions, and drive positive change in communities and organizations . By sharing their findings with stakeholders, you can contribute to evidence-based decision-making and foster collaboration between academia, government, and civil society.

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Business Research: Methods, Types & Examples

Content Index

Business research: Definition

Quantitative research methods, qualitative research methods, advantages of business research, disadvantages of business research, importance of business research.

Business research is a process of acquiring detailed information on all the areas of business and using such information to maximize the sales and profit of the business. Such a study helps companies determine which product/service is most profitable or in demand. In simple words, it can be stated as the acquisition of information or knowledge for professional or commercial purposes to determine opportunities and goals for a business.

Business research can be done for anything and everything. In general, when people speak about business research design , it means asking research questions to know where the money can be spent to increase sales, profits, or market share. Such research is critical to make wise and informed decisions.

LEARN ABOUT: Research Process Steps

For example: A mobile company wants to launch a new model in the market. But they are not aware of what are the dimensions of a mobile that are in most demand. Hence, the company conducts business research using various methods to gather information, and the same is then evaluated, and conclusions are drawn as to what dimensions are most in demand.

This will enable the researcher to make wise decisions to position his phone at the right price in the market and hence acquire a larger market share.

LEARN ABOUT:  Test Market Demand

Business research: Types and methodologies

Business research is a part of the business intelligence process. It is usually conducted to determine whether a company can succeed in a new region, to understand its competitors, or simply select a marketing approach for a product. This research can be carried out using steps in qualitative research methods or quantitative research methods.

Quantitative research methods are research methods that deal with numbers. It is a systematic empirical investigation using statistical, mathematical, or computational techniques . Such methods usually start with data collection and then proceed to statistical analysis using various methods. The following are some of the research methods used to carry out business research.

LEARN ABOUT: Data Management Framework

Survey research

Survey research is one of the most widely used methods to gather data, especially for conducting business research. Surveys involve asking various survey questions to a set of audiences through various types like online polls, online surveys, questionnaires, etc. Nowadays, most of the major corporations use this method to gather data and use it to understand the market and make appropriate business decisions.

Various types of surveys, like cross-sectional studies , which need to collect data from a set of audiences at a given point of time, or longitudinal surveys which are needed to collect data from a set of audiences across various time durations in order to understand changes in the respondents’ behavior are used to conduct survey research. With the advancement in technology, surveys can now be sent online through email or social media .

For example: A company wants to know the NPS score for their website i.e. how satisfied are people who are visiting their website. An increase in traffic to their website or the audience spending more time on a website can result in higher rankings on search engines which will enable the company to get more leads as well as increase its visibility.

Hence, the company can ask people who visit their website a few questions through an online survey to understand their opinions or gain feedback and hence make appropriate changes to the website to increase satisfaction.

Learn More:  Business Survey Template

Correlational research

Correlational research is conducted to understand the relationship between two entities and what impact each one of them has on the other. Using mathematical analysis methods, correlational research enables the researcher to correlate two or more variables .

Such research can help understand patterns, relationships, trends, etc. Manipulation of one variable is possible to get the desired results as well. Generally, a conclusion cannot be drawn only on the basis of correlational research.

For example: Research can be conducted to understand the relationship between colors and gender-based audiences. Using such research and identifying the target audience, a company can choose the production of particular color products to be released in the market. This can enable the company to understand the supply and demand requirements of its products.

Causal-Comparative research

Causal-comparative research is a method based on the comparison. It is used to deduce the cause-effect relationship between variables. Sometimes also known as quasi-experimental research, it involves establishing an independent variable and analyzing the effects on the dependent variable.

In such research, data manipulation is not done; however, changes are observed in the variables or groups under the influence of the same changes. Drawing conclusions through such research is a little tricky as independent and dependent variables will always exist in a group. Hence all other parameters have to be taken into consideration before drawing any inferences from the research.

LEARN ABOUT: Causal Research

For example: Research can be conducted to analyze the effect of good educational facilities in rural areas. Such a study can be done to analyze the changes in the group of people from rural areas when they are provided with good educational facilities and before that.

Another example can be to analyze the effect of having dams and how it will affect the farmers or the production of crops in that area.

LEARN ABOUT: Market research trends

Experimental research

Experimental research is based on trying to prove a theory. Such research may be useful in business research as it can let the product company know some behavioral traits of its consumers, which can lead to more revenue. In this method, an experiment is carried out on a set of audiences to observe and later analyze their behavior when impacted by certain parameters.

LEARN ABOUT: Behavioral Targeting

For example: Experimental research was conducted recently to understand if particular colors have an effect on consumers’ hunger. A set of the audience was then exposed to those particular colors while they were eating, and the subjects were observed. It was seen that certain colors like red or yellow increase hunger.

Hence, such research was a boon to the hospitality industry. You can see many food chains like Mcdonalds, KFC, etc., using such colors in their interiors, brands, as well as packaging.

Another example of inferences drawn from experimental research, which is used widely by most bars/pubs across the world, is that loud music in the workplace or anywhere makes a person drink more in less time. This was proven through experimental research and was a key finding for many business owners across the globe.

Online research / Literature research

Literature research is one of the oldest methods available. It is very economical, and a lot of information can be gathered using such research. Online research or literature research involves gathering information from existing documents and studies, which can be available at Libraries, annual reports, etc.

Nowadays, with the advancement in technology, such research has become even more simple and accessible to everyone. An individual can directly research online for any information that is needed, which will give him in-depth information about the topic or the organization.

Such research is used mostly by marketing and salespeople in the business sector to understand the market or their customers. Such research is carried out using existing information that is available from various sources. However, care has to be taken to validate the sources from where the information is going to be collected.

For example , a salesperson has heard a particular firm is looking for some solution that their company provides. Hence, the salesperson will first search for a decision maker from the company, investigate what department he is from, and understand what the target company is looking for and what they are into.

Using this research, he can cater his solution to be spot on when he pitches it to this client. He can also reach out to the customer directly by finding a means to communicate with him by researching online.’

LEARN ABOUT: 12 Best Tools for Researchers

Qualitative research is a method that has a high importance in business research. Qualitative research involves obtaining data through open-ended conversational means of communication. Such research enables the researcher to not only understand what the audience thinks but also why he thinks it.

In such research, in-depth information can be gathered from the subjects depending on their responses. There are various types of qualitative research methods, such as interviews, focus groups, ethnographic research, content analysis, and case study research, that are widely used.

Such methods are of very high importance in business research as they enable the researcher to understand the consumer. What motivates the consumer to buy and what does not is what will lead to higher sales, and that is the prime objective for any business.

Following are a few methods that are widely used in today’s world by most businesses.

Interviews are somewhat similar to surveys, like sometimes they may have the same types of questions used. The difference is that the respondent can answer these open-ended questions at length, and the direction of the conversation or the questions being asked can be changed depending on the response of the subject.

Such a method usually gives the researcher detailed information about the perspective or opinions of its subject. Carrying out interviews with subject matter experts can also give important information critical to some businesses.

For example: An interview was conducted by a telecom manufacturer with a group of women to understand why they have less number of female customers. After interviewing them, the researcher understood that there were fewer feminine colors in some of the models, and females preferred not to purchase them.

Such information can be critical to a business such as a  telecom manufacturer and hence it can be used to increase its market share by targeting women customers by launching some feminine colors in the market.

Another example would be to interview a subject matter expert in social media marketing. Such an interview can enable a researcher to understand why certain types of social media advertising strategies work for a company and why some of them don’t.

LEARN ABOUT: Qualitative Interview

Focus groups

Focus groups are a set of individuals selected specifically to understand their opinions and behaviors. It is usually a small set of a group that is selected keeping in mind the parameters for their target market audience to discuss a particular product or service. Such a method enables a researcher with a larger sample than the interview or a case study while taking advantage of conversational communication.

Focus group is also one of the best examples of qualitative data in education . Nowadays, focus groups can be sent online surveys as well to collect data and answer why, what, and how questions. Such a method is very crucial to test new concepts or products before they are launched in the market.

For example: Research is conducted with a focus group to understand what dimension of screen size is preferred most by the current target market. Such a method can enable a researcher to dig deeper if the target market focuses more on the screen size, features, or colors of the phone. Using this data, a company can make wise decisions about its product line and secure a higher market share.

Ethnographic research

Ethnographic research is one of the most challenging research but can give extremely precise results. Such research is used quite rarely, as it is time-consuming and can be expensive as well. It involves the researcher adapting to the natural environment and observing its target audience to collect data. Such a method is generally used to understand cultures, challenges, or other things that can occur in that particular setting.

For example: The world-renowned show “Undercover Boss” would be an apt example of how ethnographic research can be used in businesses. In this show, the senior management of a large organization works in his own company as a regular employee to understand what improvements can be made, what is the culture in the organization, and to identify hard-working employees and reward them.

It can be seen that the researcher had to spend a good amount of time in the natural setting of the employees and adapt to their ways and processes. While observing in this setting, the researcher could find out the information he needed firsthand without losing any information or any bias and improve certain things that would impact his business.

LEARN ABOUT:   Workforce Planning Model

Case study research

Case study research is one of the most important in business research. It is also used as marketing collateral by most businesses to land up more clients. Case study research is conducted to assess customer satisfaction and document the challenges that were faced and the solutions that the firm gave them.

These inferences are made to point out the benefits that the customer enjoyed for choosing their specific firm. Such research is widely used in other fields like education, social sciences, and similar. Case studies are provided by businesses to new clients to showcase their capabilities, and hence such research plays a crucial role in the business sector.

For example: A services company has provided a testing solution to one of its clients. A case study research is conducted to find out what were the challenges faced during the project, what was the scope of their work, what objective was to be achieved, and what solutions were given to tackle the challenges.

The study can end with the benefits that the company provided through its solutions, like reduced time to test batches, easy implementation or integration of the system, or even cost reduction. Such a study showcases the capability of the company, and hence it can be stated as empirical evidence of the new prospect.

Website visitor profiling/research

Website intercept surveys or website visitor profiling/research is something new that has come up and is quite helpful in the business sector. It is an innovative approach to collect direct feedback from your website visitors using surveys. In recent times a lot of business generation happens online, and hence it is important to understand the visitors of your website as they are your potential customers.

Collecting feedback is critical to any business, as without understanding a customer, no business can be successful. A company has to keep its customers satisfied and try to make them loyal customers in order to stay on top.

A website intercept survey is an online survey that allows you to target visitors to understand their intent and collect feedback to evaluate the customers’ online experience. Information like visitor intention, behavior path, and satisfaction with the overall website can be collected using this.

Depending on what information a company is looking for, multiple forms of website intercept surveys can be used to gather responses. Some of the popular ones are Pop-ups, also called Modal boxes, and on-page surveys.

For example: A prospective customer is looking for a particular product that a company is selling. Once he is directed to the website, an intercept survey will start noting his intent and path. Once the transaction has been made, a pop-up or an on-page survey is provided to the customer to rate the website.

Such research enables the researcher to put this data to good use and hence understand the customers’ intent and path and improve any parts of the website depending on the responses, which in turn would lead to satisfied customers and hence, higher revenues and market share.

LEARN ABOUT: Qualitative Research Questions and Questionnaires

• Business research helps to identify opportunities and threats.
• It helps identify research problems , and using this information, wise decisions can be made to tackle the issue appropriately.
• It helps to understand customers better and hence can be useful to communicate better with the customers or stakeholders.
• Risks and uncertainties can be minimized by conducting business research in advance.
• Financial outcomes and investments that will be needed can be planned effectively using business research.
• Such research can help track competition in the business sector.
• Business research can enable a company to make wise decisions as to where to spend and how much.
• Business research can enable a company to stay up-to-date with the market and its trends, and appropriate innovations can be made to stay ahead in the game.
• Business research helps to measure reputation management
• Business research can be a high-cost affair
• Most of the time, business research is based on assumptions
• Business research can be time-consuming
• Business research can sometimes give you inaccurate information because of a biased population or a small focus group.
• Business research results can quickly become obsolete because of the fast-changing markets

Business research is one of the most effective ways to understand customers, the market, and competitors. Such research helps companies to understand the demand and supply of the market. Using such research will help businesses reduce costs and create solutions or products that are targeted to the demand in the market and the correct audience.

In-house business research can enable senior management to build an effective team or train or mentor when needed. Business research enables the company to track its competitors and hence can give you the upper hand to stay ahead of them.

Failures can be avoided by conducting such research as it can give the researcher an idea if the time is right to launch its product/solution and also if the audience is right. It will help understand the brand value and measure customer satisfaction which is essential to continuously innovate and meet customer demands.

This will help the company grow its revenue and market share. Business research also helps recruit ideal candidates for various roles in the company. By conducting such research, a company can carry out a SWOT analysis , i.e. understand the strengths, weaknesses, opportunities, and threats. With the help of this information, wise decisions can be made to ensure business success.

LEARN ABOUT:  Market research industry

Business research is the first step that any business owner needs to set up his business to survive or to excel in the market. The main reason why such research is of utmost importance is that it helps businesses to grow in terms of revenue, market share, and brand value.

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Business research: definition, types & methods.

10 min read What is business research and why does it matter? Here are some of the ways business research can be helpful to your company, whichever method you choose to carry it out.

What is business research?

Business research helps companies make better business decisions by gathering information. The scope of the term business research is quite broad – it acts as an umbrella that covers every aspect of business, from finances to advertising creative. It can include research methods which help a company better understand its target market. It could focus on customer experience and assess customer satisfaction levels. Or it could involve sizing up the competition through competitor research.

Often when carrying out business research, companies are looking at their own data, sourced from their employees, their customers and their business records. However, business researchers can go beyond their own company in order to collect relevant information and understand patterns that may help leaders make informed decisions. For example, a business may carry out ethnographic research where the participants are studied in the context of their everyday lives, rather than just in their role as consumer, or look at secondary data sources such as open access public records and empirical research carried out in academic studies.

There is also a body of knowledge about business in general that can be mined for business research purposes. For example organizational theory and general studies on consumer behavior.

Free eBook: 2024 global market research trends report

Why is business research important?

We live in a time of high speed technological progress and hyper-connectedness. Customers have an entire market at their fingertips and can easily switch brands if a competitor is offering something better than you are. At the same time, the world of business has evolved to the point of near-saturation. It’s hard to think of a need that hasn’t been addressed by someone’s innovative product or service.

The combination of ease of switching, high consumer awareness and a super-evolved marketplace crowded with companies and their offerings means that businesses must do whatever they can to find and maintain an edge. Business research is one of the most useful weapons in the fight against business obscurity, since it allows companies to gain a deep understanding of buyer behavior and stay up to date at all times with detailed information on their market.

Thanks to the standard of modern business research tools and methods, it’s now possible for business analysts to track the intricate relationships between competitors, financial markets, social trends, geopolitical changes, world events, and more.

Find out how to conduct your own market research and make use of existing market research data with our Ultimate guide to market research

Types of business research

Business research methods vary widely, but they can be grouped into two broad categories – qualitative research and quantitative research .

Qualitative research methods

Qualitative business research deals with non-numerical data such as people’s thoughts, feelings and opinions. It relies heavily on the observations of researchers, who collect data from a relatively small number of participants – often through direct interactions.

Qualitative research interviews take place one-on-one between a researcher and participant. In a business context, the participant might be a customer, a supplier, an employee or other stakeholder. Using open-ended questions , the researcher conducts the interview in either a structured or unstructured format. Structured interviews stick closely to a question list and scripted phrases, while unstructured interviews are more conversational and exploratory. As well as listening to the participant’s responses, the interviewer will observe non-verbal information such as posture, tone of voice and facial expression.

Focus groups

Like the qualitative interview, a focus group is a form of business research that uses direct interaction between the researcher and participants to collect data. In focus groups , a small number of participants (usually around 10) take part in a group discussion led by a researcher who acts as moderator. The researcher asks questions and takes note of the responses, as in a qualitative research interview. Sampling for focus groups is usually purposive rather than random, so that the group members represent varied points of view.

Observational studies

In an observational study, the researcher may not directly interact with participants at all, but will pay attention to practical situations, such as a busy sales floor full of potential customers, or a conference for some relevant business activity. They will hear people speak and watch their interactions , then record relevant data such as behavior patterns that relate to the subject they are interested in. Observational studies can be classified as a type of ethnographic research. They can be used to gain insight about a company’s target audience in their everyday lives, or study employee behaviors in actual business situations.

Ethnographic Research

Ethnographic research is an immersive design of research where one observes peoples’ behavior in their natural environment. Ethnography was most commonly found in the anthropology field and is now practices across a wide range of social sciences.

Ehnography is used to support a designer’s deeper understanding of the design problem – including the relevant domain, audience(s), processes, goals and context(s) of use.

The ethnographic research process is a popular methodology used in the software development lifecycle. It helps create better UI/UX flow based on the real needs of the end-users.

If you truly want to understand your customers’ needs, wants, desires, pain-points “walking a mile” in their shoes enables this. Ethnographic research is this deeply rooted part of research where you truly learn your targe audiences’ problem to craft the perfect solution.

Case study research

A case study is a detailed piece of research that provides in depth knowledge about a specific person, place or organization. In the context of business research, case study research might focus on organizational dynamics or company culture in an actual business setting, and case studies have been used to develop new theories about how businesses operate. Proponents of case study research feel that it adds significant value in making theoretical and empirical advances. However its detractors point out that it can be time consuming and expensive, requiring highly skilled researchers to carry it out.

Quantitative research methods

Quantitative research focuses on countable data that is objective in nature. It relies on finding the patterns and relationships that emerge from mass data – for example by analyzing the material posted on social media platforms, or via surveys of the target audience. Data collected through quantitative methods is empirical in nature and can be analyzed using statistical techniques. Unlike qualitative approaches, a quantitative research method is usually reliant on finding the right sample size, as this will determine whether the results are representative. These are just a few methods – there are many more.

Surveys are one of the most effective ways to conduct business research. They use a highly structured questionnaire which is distributed to participants, typically online (although in the past, face to face and telephone surveys were widely used). The questions are predominantly closed-ended, limiting the range of responses so that they can be grouped and analyzed at scale using statistical tools. However surveys can also be used to get a better understanding of the pain points customers face by providing open field responses where they can express themselves in their own words. Both types of data can be captured on the same questionnaire, which offers efficiency of time and cost to the researcher.

Correlational research

Correlational research looks at the relationship between two entities, neither of which are manipulated by the researcher. For example, this might be the in-store sales of a certain product line and the proportion of female customers subscribed to a mailing list. Using statistical analysis methods, researchers can determine the strength of the correlation and even discover intricate relationships between the two variables. Compared with simple observation and intuition, correlation may identify further information about business activity and its impact, pointing the way towards potential improvements and more revenue.

Experimental research

It may sound like something that is strictly for scientists, but experimental research is used by both businesses and scholars alike. When conducted as part of the business intelligence process, experimental research is used to test different tactics to see which ones are most successful – for example one marketing approach versus another. In the simplest form of experimental research, the researcher identifies a dependent variable and an independent variable. The hypothesis is that the independent variable has no effect on the dependent variable, and the researcher will change the independent one to test this assumption. In a business context, the hypothesis might be that price has no relationship to customer satisfaction. The researcher manipulates the price and observes the C-Sat scores to see if there’s an effect.

The best tools for business research

You can make the business research process much quicker and more efficient by selecting the right tools. Business research methods like surveys and interviews demand tools and technologies that can store vast quantities of data while making them easy to access and navigate. If your system can also carry out statistical analysis, and provide predictive recommendations to help you with your business decisions, so much the better.

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Market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, qualitative research questions 11 min read, qualitative research design 12 min read, primary vs secondary research 14 min read, request demo.

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• What is Field Research: Meaning, Examples, Pros & Cons

Introduction

Field research is a method of research that deals with understanding and interpreting the social interactions of groups of people and communities by observing and dealing with people in their natural settings. 

The field research methods involve direct observation, participant observation, and qualitative interviews.

Let’s take a deeper look at field research, what it entails, some examples as well as the pros and cons of field research.

What is Field Research

Field research can be defined as a qualitative method of data collection focused on observing, relating, and understanding people while they are in their natural environment. It is somewhat similar to documentaries on Nat Geo wild where the animals are observed in their natural habitat. 

Similarly, social scientists, who are sometimes called men watchers carry out interviews and observe people from a distance to see how they act in a social environment and react to situations around them.

Field research usually begins in a specific setting and the end game is to study, observe and analyze the subject within that setting. It looks at the cause and effect as well as the correlation between the participants and their natural setting. Due to the presence of multiple variables, it is sometimes difficult to properly analyze the results of field research. 

Field research adopts a wide range of social research methods, such as limited participation, direct observation, document analysis, surveys, and informal interviews. Although field research is generally considered qualitative research , it often involves multiple elements of quantitative research.

Methods of Field Research

There are 5 different methods of conducting Field Research and they are as follows;

1. Direct Observation

In this method of research, the researcher watches and records the activities of groups of people or individuals as they go about their daily activities. Direct observation can be structured or unstructured.

 Structured here means that the observation takes place using a guide or process developed before that time. 

Unstructured, on the other hand, means that the researcher conducted the observation, watching people and events, and taking notes as events progressed, without the aid of any predetermined technique.

Some other features of direct observation include the following;

• The observer does not attempt to actively engage the people being observed in conversations or interviews, rather he or she blends into the crowd and carries out their observation.
• Data collected include field notes, videos, photographs, rating scales, etc.
• Direct observation most times occurs in the open, usually public settings, that requires no permission to gain entry. Conducting direct observation in a private setting would raise ethical concerns.
• The outcome of direct observation is not in any way influenced by the researcher.

2. Participant Observation

This research method has an understanding with a group of individuals, to take part in their daily routines and their scheduled events. In this case, the researcher dwells among the group or community being observed for as long as is necessary to build trust and evoke acceptance.

Data from the participant’s observation take the following varying forms;

• Field notes are the primary source of data. These notes are taken during the researcher’s observations and from the events they experienced and later developed the notes into formal field notes.
• A diary is used to record special intimate events that occur within the setting.
• The process of participant observation is intent on developing relationships with the members which breed conversations that are sometimes formal or informal. Formal here refers to deliberate depth interviews, while informal could stem from everyday conversations that give insight into the study. 

Data from these events can be part of the field notes or separate interview transcripts.

The method of participant observation aims to make the people involved comfortable enough to share what they know freely without any inhibition.

3. Ethnography

Ethnography is a form of field research that carries out observation through social research, social perspective, and the cultural values of a social setting. In this scenario, the observation is carried out objectively, hence the researcher may choose to live within a social environment of a cultural group and silently observe and record their daily routines and behavior.

4. Qualitative Interviews

Qualitative interviews are a type of field research method that gets information by asking direct questions from individuals to gather data on a particular subject. Qualitative interviews are usually conducted via 3 methods namely;

• Informal Interviews
• Semi Structured Interviews
• Standardized Open ended Interviews

Let’s take a look at each of them briefly along with their advantages and disadvantages.

This kind of interview is often conversational and occurs during participant and direct observations.

The interview is triggered, most times spontaneously by conversing with a member of the group on the areas of interest and as the conversation progresses, the researcher fluidly introduces the specific question.

• Semi-Structured Interviews

In this scenario, the researcher already has a list of prepared questions, that are open-ended and can evoke as much information as possible. The researcher can venture into other topics as the interview progresses, using a call-and-response style.

This method of field research can adopt a mix of one-on-one interviews or focus groups.

• Standardized, Open-Ended Interviews

These are scripted interviews with the questions prepped and written before the interview following a predetermined order. It is similar to a survey and the questions are open-ended to gather detailed information from the respondents and sometimes it involves multiple interviewers.

5. Case Study

A case study research is a detailed analysis of a person, situation, or event. This method may seem a bit complex, however, it is one of the easiest ways of conducting research. difficult to operate, however, it is one of the simplest ways of researching as it involves only a detailed study of an individual or a group of people or events. Every aspect of the subject life and history is analyzed to identify patterns and causes of behavior.

Steps to Conduct Field Research

Due to the nature of field research, the tight timelines, and the associated costs involved, planning and implementing can be a bit overwhelming. We have put together steps to adopt that would make the whole process hitch free for you.

Set Up The Right Team : To begin your field research, the first step is to have the right team. The role of the researcher and the team members has to be well defined from the start, with the relevant milestones agreed upon to measure progress.

Recruiting People for the Study : The success of field research largely depends on the people being studied. Evaluate the individuals selected for the research to be sure that they tick all the boxes required for successful research in the area of study that is being researched.

Data Collection Methodology : The methodology of data collection adopted must be suited to the area or kind of research being conducted. It could be one of the methods or a combination of two or more methods.

Visit The Site: A prior visit to the site is essential to the success of the field research. This should be done to also help determine the best methodology that would be suitable for the location. 

Data Analysis: Analyzing the data gathered is important to validate the hypothesis of the field research. 

Communicating Results : Once the data is analyzed, communicate the results to the stakeholders involved in the research so that the relevant action required based on the results can be decided and carried out promptly. 

Reasons to Conduct Field Research

Field research has been widely used in the 20th century in the social sciences. However, it can be time-consuming and costly to implement. Despite this fact, there exist a lot of reasons to conduct field research.

Here are 4 major reasons to conduct field research:

Solves the problem of lack of data : Field research fixes the issue of gaps in data, especially in cases where there is very little or no data about a topic. In cases like this, the only way to validate any hypothesis is through primary research and data. Conducting field research solves the problem of data lapses and provides material evidence to support any findings.

Understanding the context of the study : In many cases, the data collected is appropriate, however for a deep understanding of the data gathered there is a need for field research to help understand other factors in the study. For instance, if data show that students from rich homes generally do well academically. 

Conducting field research can bring to the fore other factors like, discipline, well-equipped teachers, motivation from their forebears to excel in whatever they do, etc. but field research is still conducted. 

Increasing data quality: Since this research, method employs the use of multiple tools to collect data and varying methodologies, the quality of data is higher.

Collecting ancillary data : Field research puts the researchers in a position of being at the center of the data collection process, in terms of location, one on one relationship with the participants, etc. This exposes them to new lines of thought that would have hitherto been overlooked and they can now collect data, that was not planned for at the beginning of the study.

Examples of Field Research

1. Interprete social metrics in a slum By employing the use of observation methods and formal interviews, researchers can now understand the social indicators and social hierarchy that exist in a slum.

Financial independence and the way the slum is run daily are part of the study and data collected from these areas can give insight into the way a slum operates differently from structured societies.

2. Understand the impact of sports on a child’s development This method of field research takes years to conduct and the sample size can be quite huge. Data collected and analyzed from this study provides insight into how children from different physical locations and backgrounds are influenced by sports and the impact of sporting activities on a child’s development. 

3. The study of animal migration patterns Field research is used immensely to study flora and fauna. A major use case is scientists observing and studying animal migration patterns alongside the change of seasons and its influence on animal migration patterns.

Field research takes time and uses months and sometimes years to help gather data that show how to safely expedite the passage of animals.

Advantages of Field Research

Field research and the various methodology employed have their pros and cons.

Let’s take a look at some of them.

• Provide context to the data being analyzed in terms of settings, interactions, or individuals.
• The source of data does not require or involve verbal interactions, and there is no intrusion of anyone’s personal, space because everything is done quietly, from a distance.
• The researcher develops a  deep and detailed understanding of a setting and the members within the setting.
• It is carried out in a real-world and natural environment which eliminates tampering with variables.
• The study is conducted in a comfortable environment, hence data can be gathered even about an ancillary topic, that would have been undiscovered in other circumstances.
• The researcher’s deep understanding of the research subjects due to their proximity to them makes the research thorough and precise. 
• It helps the researcher to be flexible and respond to individual differences while capturing emerging information. Allows the researcher to be responsive to individual differences and to capture emerging information.

Disadvantages of Field Research

• The researcher might not be able to capture all that is being said and there is the risk of losing information.
• The quality of the information derived is dependent, on the researcher’s skills.
• Significant interactions and events may occur when an observer is not present.
• Some topics cannot easily be interpreted by mere observation.g., attitudes, emotions, affection).
• The reliability of observations can be complex due to the presence of multiple observers with different interpretations.
• It requires a lot of time (and resources)and can take years to complete.
• The researcher may lose objectivity as they spend more time among the members of the group.
• It is a subjective and interpretive method that is solely dependent on the researcher’s ability.

Field research helps researchers to gain firsthand experience and knowledge about the events, processes, and people, being studied. No other method provides this kind of close-up view of the everyday life of people and events. It is a very detailed method of research and is excellent for understanding the role of social context in shaping the lives, perspectives, and experiences of people. Alongside this, it may uncover aspects of a person that might never have been discovered.

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• Data Collection
• field research
• qualitative research
• Angela Kayode-Sanni

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Field Research : Definition, Examples & Methodology

• August 19, 2021

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Table of Contents

What is field research.

Field Research is a method of collecting qualitative data with the aim to understand, observe, and interact with people in their natural setting. It requires specialized market research tools . The goal is to understand how a subject behaves in a specific setting to identify how different variables in this setting may be interacting with the subject. Field research is used most in the field of social science, such as anthropology and health care professions, as in these fields it is vital to create a bridge between theory and practice.

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Methods of Field Research

There are 4 main methods of conducting field research, and they are as follows:

• Ethnography

Ethnography is a kind of fieldwork that aims to record and analyse a particular culture, society, or community. This method defines social anthropology, and it usually involves the complete immersion of an anthropologist in the culture and everyday life of the community they are trying to study.

      2. Qualitative Interviews

The goal of qualitative interviews is to provide a researcher with a breadth of information that they can sift through in order to make inferences of their sample group. It does so through interviews by directly asking participants questions. There are three types of qualitative interviews; informal, conversational, and open ended.

     3. Direct observation

This method of field research involves researchers gathering information on their subject through close visual inspection in their natural setting. The researcher, and in this case the observer, remains unobtrusive and detached in order to not influence the behavior of their subject. 

     4. Participant Observation 

In this method of field research, the researchers join people by participating in certain group activities relating to their study in order to observe the participants in the context of said activity. 

Steps to conduct Field Research

The following are some key steps taken in conducting field research:

• Identifying and obtaining a team of researchers who are specialized in the field of research of the study.
• Identifying the right method of field research for your research topic. The various methods of field research are discussed above. A lot of factors will play a role in deciding what method a researcher chooses, such as duration of the study, financial limitations, and type of study.
• Visiting the site/setting of the study in order to study the main subjects of the study.
• Analyzing the data collected through field research.
• Constructively communicating the results of the field research, whether that be through a research paper or newspaper article etc.

Reasons to conduct Field Research

The following are a few reasons as to why field research is conducted, typically via market research tools :

• To understand the context of studies : field research allows researchers to identify the setting of their subjects to draw correlations between how their surroundings may be affecting certain behaviors.
• To acquire in-depth and high quality data :  Field research provides in-depth information as subjects are observed and analysed for a long period of time.
• When there is a lack of data on a certain subject : field research can be used to fill gaps in data that may only be filled through in-depth primary research.

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Examples of field research.

The following are real studies conducted using field research in order to answer questions about human behavior in certain settings:  

• William Foote Whyte used participant observation in his 1942 study to answer the question “How is the social structure of a local “slum” organized?”.  The study involved over 3 years of participation and observations among an Italian community in Boston’s North End.
• Liebow’s study in 1967 involved twenty months of participation and observations among an African American community in Washington, DC, to answer the question “How do the urban poor live?”.
• American sociologist, Cheri Jo Pascoe, conducted eighteen months of observations and interviews in a racially diverse working-class high school to answer the question “How is masculinity constructed by and among high school students, and what does this mean for our understanding of gender and sexuality?”.

Advantages of Field Research

• Can yield detailed data as researchers get to observe their subjects in their own setting.
• May uncover new social facts : Field research can be used to uncover social facts that may not be easily discernible, and that the research participants may also be unaware of.

No tampering of variables as methods of field research are conducted in natural settings in the real world. Voxco’s mobile offline research software is a powerful tool for conducting field research.

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Disadvantages of Field Research

• Expensive to collect : most methods of field research involve the researcher to immerse themselves into new settings for long periods of time in order to acquire in-depth data. This can be expensive.
• Time consuming : Field research is time consuming to conduct.
• Information gathered may lack breadth : Field research involves in-depth studies and will usually tend to have a small sample group as researchers may be unable to collect in-depth data from large groups of people.

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A | Scientific Method in Organizational Research

Students of management often complain about “theoretical” or “abstract” approaches to a subject; they argue instead in favor of “relevant” and “applied” approaches. The feeling is that there usually exist two distinct ways to study a topic, and from a managerial standpoint, a focus on application is the preferred way. Serious reflection about this problem may suggest a somewhat different approach, however. Consider the following situation.

As a personnel manager for a medium-sized firm, you have been asked to discover why employee turnover in your firm is so high. Your boss has told you that it is your responsibility to assess this problem and then to offer suggestions aimed at reducing turnover. What will you do? Several possible strategies come to mind:

• Talk with those who have quit the organization.
• Talk with those who remain.
• Talk to the employees’ supervisors.
• Consult with personnel managers in other companies.
• Measure job satisfaction.
• Examine company policies and practices.
• Examine the jobs where most turnover occurs.

None of these actions will likely be very successful in helping you arrive at sound conclusions, however. Talking with those who have left usually yields a variety of biased responses by those who either want to “get back at” the company or who fear that criticism will negatively affect their chances for future recommendations. Talking with those still employed has similar problems: why should they be candid and jeopardize their jobs? Talking with supervisors will not help if they themselves are the problem. Asking other personnel managers, while comforting, ignores major differences between organizations. Measuring job satisfaction, examining company policies, or examining the jobs themselves may help if one is fortunate enough to hit upon the right problem, but the probability of doing so is minimal. In short, many of the most obvious ways a manager can choose to solve a problem may yield biased results at best, and possibly no results at all.

A more viable approach would be to view the situation from a research standpoint and to use accepted methods of scientific inquiry to arrive at a solution that minimizes biased results. Most of what we know about organizational behavior results from efforts to apply such methods in solving organizational problems (e.g., How do we motivate employees? How do we develop effective leaders? How do we reduce stress at work?). An awareness of the nature of scientific inquiry is useful for understanding how we learned what we know about organizations as well as in facilitating efforts to solve behavioral problems at work.

Theory Building in Organizations

Briefly stated, a theory is a set of statements that serves to explain the manner in which certain concepts or variables are related. These statements result both from our present level of knowledge on the topic and from our assumptions about the variables themselves. The theory allows us to deduce logical propositions, or hypotheses, that can be tested in the field or laboratory. In short, a theory is a technique that helps us understand how variables fit together. Their use in research and in management is invaluable.

Uses of a Theory

Why do we have theories in the study of organizational behavior? First, theories help us organize knowledge about a given subject into a pattern of relationships that lends meaning to a series of observed events. They provide a structure for understanding. For instance, rather than struggling with a lengthy list of factors found to relate to employee turnover, a theory of turnover might suggest how such factors fit together and are related.

Second, theories help us to summarize diverse findings so that we can focus on major relationships and not get bogged down in details. A theory “permits us to handle large amounts of empirical data with relatively few propositions.” [M. E. Shaw and P. R. Costanzo, Theories of Social Psychology (New York: McGraw-Hill, 1970), p. 9.]

Finally, theories are useful in that they point the way to future research efforts. They raise new questions and suggest answers. In this sense, they serve a useful heuristic value in helping to differentiate between important and trivial questions for future research. Theories are useful both for the study and for the management of organizations. As Kurt Lewin said, “There is nothing so practical as a good theory.”

What Is a Good Theory?

Abraham Kaplan discusses in detail the criteria for evaluating the utility or soundness of a theory. [A. Kaplan, The Conduct of Inquiry (San Francisco: Chandler, 1964).] At least five such criteria can be mentioned:

• Internal consistency. Are the propositions central to the theory free from contradiction? Are they logical?
• External consistency. Are the propositions of a theory consistent with observations from real life?
• Scientific parsimony. Does the theory contain only those concepts that are necessary to account for findings or to explain relationships? Simplicity of presentation is preferable unless added complexity furthers understanding or clarifies additional research findings.
• Generalizability. In order for a theory to have much utility, it must apply to a wide range of situations or organizations. A theory of employee motivation that applies only to one company hardly helps us understand motivational processes or apply such knowledge elsewhere.
• Verification. A good theory presents propositions that can be tested. Without an ability to operationalize the variables and subject the theory to field or laboratory testing, we are unable to determine its accuracy or utility.

To the extent that a theory satisfies these requirements, its usefulness both to researchers and to managers is enhanced. However, a theory is only a starting point. On the basis of theory, researchers and problem solvers can proceed to design studies aimed at verifying and refining the theories themselves. These studies must proceed according to commonly accepted principles of the scientific method.

Scientific Method in Organizational Behavior Research

Cohen and Nagel suggested that there are four basic “ways of knowing.” [M. Cohen and E. Nagel, An Introduction to Logic and Scientific Inquiry (New York: Harcourt, Brace and Company, 1943). See also E. Lawler, A. Mohrman, S. Mohrman, G. Ledford, and T. Cummings, Doing Research That Is Useful for Theory and Practice (San Francisco: Jossey-Bass, 1985).] Managers and researchers use all four of these techniques: tenacity, intuition, authority, and science. When managers form a belief (e.g., a happy worker is a productive worker) and continue to hold that belief out of habit and often in spite of contradictory information, they are using tenacity. They use intuition when they feel the answer is self-evident or when they have a hunch about how to solve a problem. They use authority when they seek an answer to a problem from an expert or consultant who supposedly has experience in the area. Finally, they use science —perhaps too seldom—when they are convinced that the three previous methods allow for too much subjectivity in interpretation.

In contrast to tenacity, intuition, and authority, the scientific method of inquiry “aims at knowledge that is objective in the sense of being intersubjectively certifiable, independent of individual opinion or preference, on the basis of data obtainable by suitable experiments or observations.” [C. G. Hempel, Aspects of Scientific Explanation (New York: The Free Press, 1965), p. 141.] In other words, the scientific approach to problem-solving sets some fairly rigorous standards in an attempt to substitute objectivity for subjectivity.

The scientific method in organizational behavior consists of four stages: (1) observation of the phenomena (facts) in the real world, (2) formulation of explanations for such phenomena using the inductive process, (3) generation of predictions or hypotheses about the phenomena using the deductive process, and (4) verification of the predictions or hypotheses using systematic, controlled observation. This process is shown in Exhibit A1 . When this rather abstract description of the steps of scientific inquiry is shown within the framework of an actual research study, the process becomes much clearer. A basic research paradigm is shown in Exhibit A2 . In essence, a scientific approach to research requires that the investigator or manager first recognize clearly what research questions are being posed. To paraphrase Lewis Carroll, if you don’t know where you’re going, any road will take you there. Many managers identify what they think is a problem (e.g., turnover) only to discover later that their “problem” turnover rate is much lower than that in comparable industries. Other managers look at poor employee morale or performance and ignore what may be the real problem (e.g., poor leadership).

On the basis of the research questions, specific hypotheses are identified. These hypotheses represent best guesses about what we expect to find. We set forth hypotheses to determine if we can predict the right answer so we can select a study design that allows for suitable testing. On the basis of the study design (to be discussed shortly), we observe the variables under study, analyze the data we collect, and draw relevant conclusions and management implications. When we follow this process, the risks of being guided by our own opinions or prejudices are minimized, and we arrive at useful answers to our original research questions.

Basic Research Designs

Although a detailed discussion of the various research designs is beyond the scope of this Appendix, we can review several common research designs that have been used to collect data in the study of people at work. Specifically, we will examine five different research designs that are frequently used to study behavior at work: (1) naturalistic observation, (2) survey research, (3) field study, (4) field experiment, and (5) laboratory experiment. In general, the level of rigor of the design increases as we move from naturalistic observation toward laboratory study. Unfortunately, so do the costs, in many cases.

Criteria for Evaluating Research Designs

Before examining the five designs, it will be helpful to consider how a researcher selects from among the various designs. Clearly, no one strategy or design is superior in all cases. Each has its place, depending upon the research goals and the constraints placed on the research.

However, when choosing among the potential designs, researchers generally must consider several things. For example, does the design require that you specify hypotheses a priori? If you specify appropriate hypotheses and are able to confirm them, then you can predict behavior in organizations. As a manager, being able to predict behavior in advance allows you to intervene and make necessary changes to remedy problem situations. The ability to accurately predict behavior is clearly superior to simply being able to explain behavior after the fact.

Other factors to examine are the method of measurement and the degree of control to be used. Does the method of measurement use qualitative or quantitative measures? Although qualitative measures may be useful for generating future hypotheses, quantitative measures add more perceived rigor to results. Also, if you are interested in demonstrating casual relationships, it is necessary to have a high degree of control over the study variables. You must be able to manipulate the primary study variable to determine the results of this manipulation while at the same time keeping other potentially contaminating variables constant so they do not interfere in the results.

In addition, a researcher must know to what extent they can generalize the results from the study to apply to other organizations or situations. Results that are situation-specific are of little use to managers. External validity is of key importance. And, of course, in practical terms, how much is it going to cost to carry out the study and discover a solution? Cost can be measured in many ways, including time and money.

The analysis of the previous five criteria provides insight concerning the overall level of rigor of the research design. The more rigorous the design, the more confidence one has in the results. This is because more rigorous designs typically employ more accurate measures or interventions and attempt to control for contaminating influences on study results. With this in mind, we can now consider various research designs.

Naturalistic Observation

Naturalistic observations represent the most primitive (least rigorous) method of research in organizations. Simply put, naturalistic observations represent conclusions drawn from observing events. At least two forms of such research can be identified: (1) authoritative opinions and (2) case studies.

Authoritative opinions are the opinions of experts in the field. When Henri Fayol wrote his early works on management, for example, he was offering his advice as a former industrial manager. On the basis of experience in real work situations, Fayol and others suggest that what they have learned can be applied to a variety of work organizations with relative ease. Other examples of authoritative opinions can be found in Barnard’s The Functions of the Executive, Sloan’s My Years with General Motors, and Peters and Waterman’s In Search of Excellence. Throughout their works, these writers attempt to draw lessons from their own practical experience that can help other managers assess their problems.

The second use of naturalistic observation can be seen in the case study. Case studies attempt to take one situation in one organization and to analyze it in detail with regard to the interpersonal dynamics among the various members. For instance, we may have a case of one middle manager who appears to have burned out on the job; his performance seems to have reached a plateau. The case would then review the cast of characters in the situation and how each one related to this manager’s problem. Moreover, the case would review any actions that were taken to remedy the problem. Throughout, emphasis would be placed on what managers could learn from this one real-life problem that can possibly relate to other situations.

Survey Research

Many times, managers wish to know something about the extent to which employees are satisfied with their jobs, are loyal to the organization, or experience stress on the job. In such cases, the managers (or the researchers) are interested mainly in considering quantitative values of the responses. Questionnaires designed to measure such variables are examples of survey research. Here we are not attempting to relate results to subsequent events. We simply wish to assess the general feelings and attitudes of employees.

Surveys are particularly popular with managers today as a method of assessing relative job attitudes. Hence, we may make an annual attitude survey and track changes in attitudes over time. If attitudes begin to decline, management is alerted to the problem and can take steps to remedy the situation.

Field Study

In a field study, the researcher is interested in the relationship between a predictor variable (e.g., job satisfaction) and a subsequent criterion variable (e.g., employee turnover or performance). Measures of each variable are taken (satisfaction, perhaps through a questionnaire, and turnover, from company records) and are compared to determine the extent of correlation. No attempt is made to intervene in the system or to manipulate any of the variables, as is the case with experimental approaches.

To continue the simple example we began with, a manager may have a hypothesis that says that satisfaction is a primary indicator of employee turnover. After measuring both, it is found that there is a moderate relationship between the two variables. Hence, the manager may conclude that the two are probably related. Even so, because of the moderate nature of the relationship, it is clear that other factors also influence turnover; otherwise, there would be a much stronger relationship. The manager concludes that, although efforts to improve job satisfaction may help solve the problem, other influences on turnover must also be looked at, such as salary level and supervisory style.

Field Experiment

A field experiment is much like a field study, with one important exception. Instead of simply measuring job satisfaction, the manager or researcher makes efforts to actually change satisfaction levels. In an experiment, we attempt to manipulate the predictor variable. This is most often done by dividing the sample into two groups: an experimental group and a control group. In the experimental group, we intervene and introduce a major change. Perhaps we alter the compensation program or give supervisors some human relations training. The control group receives no such treatment. After a time, we compare turnover rates in the two groups. If we have identified the correct treatment (that is, a true influence on turnover), turnover rates would be reduced in the experimental group but not in the control group.

In other words, in a field experiment, as opposed to a field study, we intentionally change one aspect of the work environment in the experimental group and compare the impact of the change with the untreated control group. Thus, we can be relatively assured that the solution we have identified is, in fact, a true predictor variable and is of use to management.

Laboratory Experiment

Up to this point, we have considered a variety of research designs that all make use of the actual work environment, the field. In this last design, laboratory experiments, we employ the same level of rigor as that of the field experiment and actually manipulate the predictor variable, but we do so in an artificial environment instead of a real one.

We might, for instance, wish to study the effects of various compensation programs (hourly rate versus piece rate) on performance. To do this, we might employ two groups of business students and have both groups work on a simulated work exercise. In doing so, we are simulating a real work situation. Each group would then be paid differently. After the experiment, an assessment would be made of the impact of the two compensation plans on productivity.

Comparing Research Designs

Now that we have reviewed various research designs, we might wonder which designs are best. This is not an easy call. All designs have been used by managers and researchers in studying problems of people at work. Perhaps the question can best be answered by considering the relative strengths and weaknesses of each, on the basis of our earlier discussion of the criteria for evaluating research designs (see Table A1 ). We should then have a better idea of which design or designs would be appropriate for a particular problem or situation.

Specification of Hypotheses in Advance. It was noted earlier that the ability to specify a priori hypotheses adds rigor to the study. In general, hypotheses are not given for naturalistic observations or survey research. These two techniques are used commonly for exploratory analyses and for identifying pertinent research questions for more rigorous future study. On the other hand, the remaining three designs (field study, field experiment, and laboratory experiment) do allow explicitly for a priori hypotheses. Hence, they are superior in this sense.

Qualitative versus Quantitative Measures. Naturalistic observations typically involve qualitative data, whereas field studies and both forms of experiment typically involve quantitative data. Survey research most often provides for both. Hence, if it is important to collect hard data concerning a problem (e.g., what is the magnitude of the relationship between satisfaction and turnover?), quantitative designs are to be preferred. On the other hand, if one is more concerned about identifying major reasons for turnover and little prior knowledge about the problem exists, qualitative data may be preferred, and survey research may be a better research strategy. The selection of an appropriate design hinges in part on the intended uses for the information.

Control. As noted earlier, control represents the extent to which potentially contaminating influences can be minimized in a study. Clearly, experimental procedures allow for better control than do nonexperimental ones. The researcher or manager can systematically structure the desired work environment and minimize irrelevant or contaminating influences. As a result, conclusions concerning causal relations between variables can be made with some degree of certainty. Where it is not possible to secure such high control, however—perhaps because the organization does not wish to make a major structural change simply for purposes of an experiment—a field study represents a compromise design. It allows for some degree of control but does not require changing the organization.

External Validity. The question of external validity is crucial to any study. If the results of a study in one setting cannot be applied with confidence to other settings, the utility of the results for managers is limited. In this regard, survey research, field studies, and field experiments have higher levels of external validity than naturalistic observations or laboratory experiments. Naturalistic observations are typically based on nonrandom samples, and such samples often exhibit characteristics that may not allow for transfers of learning from one organization to another. A clear example can be seen in the case of a small company in which the president implemented a unique compensation plan that proved successful. It would be impossible to predict whether such a plan would work in a major corporation, because of the different nature of the organizations. Similarly, there is some question about how realistic a work environment is actually created in a laboratory situation. If managers are to learn from the lessons of other organizations, they should first learn the extent to which the findings from one kind of organization are applicable elsewhere.

Cost. As one would expect, the quality of information and its price covary. The more rigorous the design (and thus the more accurate the information), the higher the cost. Costs can be incurred in a variety of ways and include actual out-of-pocket expenses, time invested, and residue costs. The organization is left with the aftermath of an experiment, which could mean raised employee expectations and anxieties, as well as the possibility of disillusionment if the experiment fails. It should be noted that, in survey research, a large amount of general information can be gathered quickly and cheaply.

Overall Level of Rigor. In summary, then, the real answer to the question concerning which strategy is best lies in the degrees of freedom a manager has in selecting the design. If an experiment is clearly out of the question (perhaps because one’s superior doesn’t want anything altered), a field study may be the best possible strategy, given the constraints. In fact, field studies are often considered a good compromise strategy in that they have a medium amount of rigor but are also fairly quick and inexpensive. On the other hand, if one simply wishes to take an attitude survey, survey research is clearly in order. If one is not allowed to do anything, authoritative opinions from others may be the only information available. However, if constraints are not severe, experimental methods are clearly superior in that they allow for greater certainty concerning major influences on the criterion variable and on the problem itself.

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Doing Research in Business and Management: An Essential Guide to Planning Your Project

Management Decision

ISSN : 0025-1747

Article publication date: 21 June 2013

Berbegal‐Mirabent, J. (2013), "Doing Research in Business and Management: An Essential Guide to Planning Your Project", Management Decision , Vol. 51 No. 6, pp. 1311-1316. https://doi.org/10.1108/MD-06-2012-0505

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

“Publish or perish”. We've all heard this expression referring to the need academic, but especially PhD students and young academics have to make their research results public in order to promote and improve their contractual position, consolidating their careers. Nevertheless, it is also well‐known that this is a long‐distance race conditioned to the capacity to publish the research findings.

This means that students whether undergraduate, postgraduate or enrolled in a PhD programme need to develop their research knowledge from the very begging in order to refine their writing skills, paying attention to a large list of details and requirements which may vary from one situation to another. Indeed, academics invest innumerable hours and resources in writing their research results to succeed when submitting them to a peer‐reviewed journal. Therefore, it is not surprising that planning and writing a research project is often considered by inexperienced students as a challenging, time‐consuming and a demanding task. Yet, despite all these constraints, writing up the findings in a form that can be published and read for others, constitutes a very rewarding effort.

Emerging from the necessity to instruct students in acquiring the appropriate skills and abilities to effectively complete a research project, many courses are now incorporating a research module in their syllabuses as a mean to improve students' probabilities to succeed when doing so.

The editorial industry has also echoed these concerns and demands in the recent years, leading to the flowering of a large number of books and manuals addressing this issue (i.e. Bryman and Bell, 2011 ; Cooper and Schindler, 2011 ; Creswell, 2009 ; Flick, 2011 ; Sekaran, 2010 ). One of the most compelling books tackling this problem is Doing Research in Business and Management: An Essential Guide to Planning Your Project , written by Saunders and Lewis and published in 2012 by Pearson Education Limited.

Saunders and Lewis are experienced professors in teaching research methods in the fields of Business and Management. Indeed, they have published several books offering guidelines for students that need to conduct and produce a competent piece of research. According to the authors it is now fourteen years since their first book on research methods was printed. In 2009 the fifth edition was published ( Saunders et al. , 2009 ) and due to its popularity and good acceptance among academics and students they are now presenting this new and updated approach, providing a detailed coverage of all the relevant aspects (both theoretical and empirical) that may face students when carrying out a research project.

Combining their years of academic practice and their vast practical experience, with this book Andersen and Lewis aim at providing, in an accessible and friendly manner, some assistance to students and early career individuals who need to undertake an assessed research project by means of a written project report. This way, Doing Research in Business and Management provides a comprehensive and holistic overview of how to develop quality research in the fields of business and management, offering a detailed coverage of the relevant research approaches and methods used in these disciplines, and bringing together the essential components of the process of writing up a research project.

The authors take the reader through all the major stages involved in this process, introducing the different contexts and purposes that may guide a research project, as well as highlighting the key methods, strategies, tactics, programmes and processes that are recurrent in a management and business research context.

One noteworthy aspect of this book is that it takes extraordinary care to focus the reader on the logic and techniques of research methods using an accurate but simple language, that is, bearing in mind that the targeted audience is inexperienced students on undergraduate and postgraduate degree programmes in business, management or related disciplines, that may not yet be familiar with the language and style required by the scientific community. Therefore, employing a concise, highly accessible style and a logical structure, this book enables students that face for their first time the challenge of writing a research project to understand the practical relevance of research methods on business and management research. It also discusses the interrelationships of theoretical and empirical research, how these apply to practice, and the most recurrent software packages available in the market.

An important feature of this book is its clear structure and ease of reading. Furthermore, within each chapter, the use of illustrations, contemporary examples and key research terms placed in definition boxes to demystify their meaning, helps breaking up the text and brings it to life due to the practical perspective adopted. Certainly, it is presented in a logical and structured manner, organising the content in eight chapters that correspond to eight stages of the process of writing a research project.

Although the chapters follow a sequential order, the authors have written them in such a way that they stand alone, so any chapter in isolation make sense of it. Therefore, it is not necessary to read this book progressively from Chapter 1 through to Chapter 8, but allow readers to select those chapters that really match with their needs.

Each chapter follows a similar structure, starting with a brief summary that gives some ideas of the content and the approach adopted to afford the topic discussed (“Why read this chapter?”). Also each chapter contains a set of different examples to illustrate, from a practical point of view, some of the points addressed in the chapter (“Research in practice”). Every chapter ends with a “Thinking about” section, where the content is summarised in the form of concise and succinct bullets, and where authors make some suggestions on how to reinforce the contents learned.

Revising each chapter individually, Chapter 1 starts with some preliminary considerations on what is meant by a research process. Conducting research is something more than writing the findings using a formal language and a specific structure. It means to embark on a journey of discovery, where researchers have the chance to express their skills and resourcefulness demonstrating their abilities to carry out research projects of high quality.

Given these initial thoughts, Chapter 1 is then entirely devoted to the first matter academics come across: the selection of the research topic. As any process, a research project starts with the choice of a research theme. This is an issue entailing an extraordinary significance as the student/researcher should have to live with and live for, perhaps for a considerable period of time. Thus, it is important that the research topic matches with his/her expectations and motivations, contributing to the development of his/her personal skills and strengths, rather than being imposed by a supervisor.

The chapter follows with the main difficulties students face when choosing the research topic, and suggests novel ways in which to generate ideas, including for instance the use of relevant literature in the field to identify gaps that may constitute new research avenues. Discussions with friends and lecturers or drawing a concept map, are also listed as intermediate steps that may help filtering ideas, moving from the general to the specific question.

In the latter part of the chapter the authors focus on how to turn an idea into a research topic. At this point Sanders and Lewis recommend the use of the Russian doll principle ( Clough and Nutbrown, 2008 ), consisting of breaking down from the original statement to something which strips away all the complicated layers and obscurities until the heart of the question, in a similar fashion as the Russian doll is taken apart to reveal a tiny doll at the centre (p. 21).

Chapter 2 focuses on the subject of the literature review. A literature review is a very hard and time‐consuming process, as it should discuss relevant previous work and provide a comprehensive review of the major findings in the current area of study. This section is mandatory for any research project as it allows the researcher to demonstrate the need for a new study and that he/she has the appropriate background. Moreover, knowing what is known, it comes out easier to state what is still unknown, facilitating the identification of the gaps in the current understanding of the field, and making it simply to justify the research question(s) underlying the research and the context in which the study is going to be performed.

Thus, in this chapter the authors explain what constitutes an effective critical literature review, giving some ideas on how to start writing it and how to organise ideas and findings in a coherent logical argument.

A careful selection of the references to support statements and previous research findings is essential. In this sense, the authors make explicit differentiation of the main types and sources of literature available. A detailed description of the process of searching for obtaining the relevant literature is then provided, emphasising the use of an abstract to assess likely use of an article.

In accordance with the Harvard College Library (2006) , the authors also suggest that while reading, it is extremely important to take notes, summarise findings, compare information and contrast results. Likewise, they emphasise that a good literature review can lead to interesting insights into possible ways of collecting and analysing data.

Chapter 3 is concerned with how to manage the research process, focusing on four main aspects. First, questioning how to manage respondents, that is, how to access organisations for data collection. Here a set of six strategies are listed. Second, the authors focus on how to manage oneself in terms of keeping up the motivation, organising time and resources, and keeping in touch with individuals who may provide insightful comments on the work in progress. The relationship with the supervisor is believed to be indispensable, as he/she is expected to give advice at every stage of the process. But in order to succeed in this relationship, students are asked to report in a regular basis the partial results throughout the entire length of the project. A fourth issue deals with the management of the university context, that is, how to fit with the regulations, specific norms and other requirements imposed by the university. Paying special attention to the assessment criteria is also essential in order to guarantee that the research outcomes fulfil the requirements.

This chapter ends with a section covering the subject of research ethics, pointing out the key ethical principles and responsibilities that should be taken into account and that apply to all stages of any research process. This topic has perhaps been underexplored in the management and business literature; however it seems that it is now increasingly entering into the agendas of many academics ( Academy of Management, n.d. ; Frechtling and Boo, 2012 ; Payne, 2000 )).

Chapter 4 begins with a definition of what is meant by secondary data. A full definition is given, differentiating between qualitative and quantitative data and the possible transformation processes data may have suffered. Figure 4.1 (page 86) exhaustively summarises potential forms of secondary data according to their nature.

In this chapter the authors discuss the potential of using secondary data as a method for accessing large datasets and saving time and money, as they can often be found in the public domain as a result of the growth of the Internet. Nevertheless, secondary data also presents some pitfalls. For instance the authors emphasise that data are not always value‐neutral or only meet research needs partially. Although data available are rich and allows the creation of reliable variables, it is relevant to question whether the selected variables represent the core influential factors that match with the exact requirements of the study. The chapter ends with a list of some gateways to secondary data sources that are relevant for its broad scope and content.

Chapter 5 is entirely devoted to research strategy and design. Using the research onion metaphor presented in the authors' previous work ( Saunders et al. , 2009 ), Saunders and Lewis illustrate the different stages that conform the research process. Techniques and procedures for data collection and analysis are placed in the centre of the onion. As we move away from the centre we found the intermediate layers, where the strategies and choices have to be selected. Finally, the outer layers consider the research philosophies and approaches that embody the research. Building on this approach, the different layers of the onion are presented and complemented with readable examples. Definitions are also given, clarifying some terms that may be unknown for the freshman student, for instance, differences between inductive and deductive approaches, and alternative types of studies (exploratory, descriptive and explanatory).

This chapter also includes a section devoted to the description of different strategies that students may use in their attempt to answer their research question(s). Some useful insights are given on the use of experiments, surveys, case studies, action research methods, ethnography studies, grounded theory, archival research methods or the combination of any of the above. Although the aim of this book is not to in‐depth in the technical specifications behind these strategies, Saunders and Lewis provide the reader with the main features characterising each method. Further information on these approaches may be accompanied with the reading of the specific literature on each particular topic, such as Yin (2009) for case studies; the book of Berg and Lune (2008) with two chapters entirely focused on action research methods and ethnography studies; Corbin and Strauss (2008) and their approach to the grounded theory; or Ventresca and Mohr (2002) studying archival research methods. Correspondingly, the books of Miles and Huberman (1994) and Marshall and Rossman (2010) offer an exhaustive review of all aspects related to qualitative data analysis.

Chapter 6 pays attention to the methods used to collect data. The uses of different techniques and statistical procedures to obtain a sample that satisfies the research requirements, or how to draft an effective questionnaire, are some of the issues addressed in this chapter.

Part of this chapter is devoted to the importance of using a pilot test with a small group of respondents in order to corroborate the validity of a test/questionnaire before launching it to the whole sample. The chapter ends with some guidelines on how to successfully conduct interviews (either semi‐structured or unstructured), giving some examples on how to ask questions, how to interact with the respondent and how to prepare the material needed. A transcription of a potential interview is also provided.

The subject of Chapter 7 is about getting data ready for analysis, the use of different techniques for the analysis, and how to interpret the results obtained.

The chapter begins with the particularities of different types of data, namely quantitative and qualitative. Then the authors address each sort of data individually, first focusing on how to prepare and analyse quantitative data, and second, qualitative data. Essential statistical terms are defined, providing the reader with the basic instruments and techniques. Examples on how to interpret descriptives, correlation coefficients, associations between variables, predict cause‐effect relationships, or how to transcript an interview are provided, facilitating the understanding of those terms that the reader may not yet be familiar with. Screenshots of the most commonly used software packages for processing data are also introduced (i.e. SPSS, ATLAS.it, NVivo).

Writing an effective research proposal is a vital part of the research process. In the eighth and last chapter, the authors provide some insightful comments on the writing style students should adopt when compiling their research proposal and suggest some of the criteria against which the quality of the research project may be assessed.

Although each research process has its own particularities and layout, to a great extent, the content of a research project tends to follow a standardized structure: the title; an abstract; an introduction section presenting the research question(s); a review of the literature ending with the formulation of the hypotheses to be tested and the statement of the research objectives; a method section detailing how the research will be carried out; a discussion of the results; the conclusions and limitations of the study; and a list of the cited references. By way of conclusion, two research proposals are presented exemplifying all the aspects and issues discussed throughout the book.

Although the content of this book is quite predictable for a book of this type, it enables an effective learning process, representing a very useful guide for students planning or undertaking a research project or a dissertation in the fields of business and management. An eminently practical approach and a language free of an excessive use of technical terms helps students obtaining a thorough understanding of the main methodological issues a research project entails.

Therefore, taken as a whole, the value and rigour of this book is unquestionable, underpinning the strength of this publication.

A About the reviewer

Jasmina Berbegal‐Mirabent (PhD) received the MS degrees in Industrial Engineering and Industrial Scheduling, both from UPC BarcelonaTech (Spain) in 2008 and 2009, respectively. She is now working as an Associate Professor at the Department of Management at the UPC BarcelonaTech. She has been a Visiting Research Associate at the Institute of Education at the University of London. She has published her works in international and peer‐reviewed journals such as The Service Industries Journal , Management Decision , Journal of Technology Management & Innovation , Intangible Capital and Economía Industrial . She has recently been named Book Review Editor of Management Decision , and she is also on the editorial board of the Journal of Industrial Engineering and Management . Her research interests are in the areas of the management of higher education institutions and their role in regional development; academic entrepreneurship; and technology transfer. Jasmina Berbegal‐Mirabent can be contacted at: [email protected]

Academy of Management ( n.d. ), “Code of ethics”, available at: www.aomonline.org/aomPrint.asp?ID=268&page_ID=240 (accessed 19 July 2012).

Berg , B.L. and Lune , H. ( 2008 ), Qualitative Research Methods for the Social Sciences , 8th ed., international edition, , Person Education , Boston, MA .

Bryman , A. and Bell , E. ( 2011 ), Business Research Methods , 3rd ed. , Oxford University Press , New York, NY .

Clough , P. and Nutbrown , C. ( 2008 ), A Student's Guide to Methodology , 2nd ed. , Sage Publications , London .

Cooper , D.R. and Schindler , P.S. ( 2011 ), Business Research Methods , 11th ed. , McGraw‐Hill Companies , New York, NY .

Corbin , J. and Strauss , A. ( 2008 ), Basics of Qualitative Research: Techniques and Procedures for Developing Grounded Theory , 3rd ed. , Sage Publications , London .

Creswell , J.W. ( 2009 ), Research Design: Qualitative, Quantitative, and Mixed Methods Approaches , 3rd ed. , Sage Publications , Thousand Oaks, CA .

Flick , U. ( 2011 ), Introducing Research Methodology: A Beginner's Guide to Doing a Research , Sage Publications , Los Angeles, CA .

Frechtling , D.C. and Boo , S. ( 2012 ), “ On the ethics of management research: an exploratory investigation ”, Journal of Business Ethics , Vol. 106 No. 2 , pp. 149 ‐ 160 .

Harvard College Library ( 2006 ), “Interrogating text: 6 reading habits to develop in your first year at Harvard”, available at: http://hcl.harvard.edu/research/guides/lamont_handouts/interrogatingtexts.html (accessed 18 July 2012).

Marshall , C. and Rossman , G.B. ( 2010 ), Designing Qualitative Research , 5th ed. , Sage Publications , London .

Miles , M.B. and Huberman , A.M. ( 1994 ), Qualitative Data Analysis: An Expanded Sourcebook , 2nd ed. , Sage Publications , Beverly Hills, CA .

Payne , S.L. ( 2000 ), “ Challenges for research ethics and moral knowledge construction in the applied social sciences ”, Journal of Business Ethics , Vol. 26 No. 4 , pp. 307 ‐ 318 .

Saunders , M. , Lewis , P. and Thornhill , A. ( 2009 ), Research Methods for Business Students , 5th ed. , Pearson Education , Harlow .

Sekaran , U. ( 2010 ), Research Methods for Business: A Skill Building Approach , 5th ed. , John Wiley & Sons , New York, NY .

Ventresca , M.J. and Mohr , J.W. ( 2002 ), “ Archival research methods ”, in Baum , J.A.C. (Ed.), Companion to Organizations , Blackwell , New York, NY , pp. 805 ‐ 828 .

Yin , R.K. ( 2009 ), Case Study Research: Design and Methods , 5th ed. , Sage Publications , London .

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Article contents

Business research process.

• James A. Muncy James A. Muncy Marketing, Bradley University
•  and  Alice M. Muncy Alice M. Muncy Accounting, Baylor University
• https://doi.org/10.1093/acrefore/9780190224851.013.215
• Published online: 27 October 2020

Business research is conducted by both businesspeople, who have informational needs, and scholars, whose field of study is business. Though some of the specifics as to how research is conducted differs between scholarly research and applied research, the general process they follow is the same. Business research is conducted in five stages. The first stage is problem formation where the objectives of the research are established. The second stage is research design . In this stage, the researcher identifies the variables of interest and possible relationships among those variables, decides on the appropriate data source and measurement approach, and plans the sampling methodology. It is also within the research design stage that the role that time will play in the study is determined. The third stage is data collection . Researchers must decide whether to outsource the data collection process or collect the data themselves. Also, data quality issues must be addressed in the collection of the data. The fourth stage is data analysis . The data must be prepared and cleaned. Statistical packages or programs such as SAS, SPSS, STATA, and R are used to analyze quantitative data. In the cases of qualitative data, coding, artificial intelligence, and/or interpretive analysis is employed. The fifth stage is the presentation of results . In applied business research, the results are typically limited in their distribution and they must be addressed to the immediate problem at hand. In scholarly business research, the results are intended to be widely distributed through journals, books, and conferences. As a means of quality control, scholarly research usually goes through a double-blind review process before it is published.

• business research
• research design
• scholarly research
• applied research
• data collection
• data analysis
• data quality

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How to Conduct Field Research Study? – A Complete Guide

There is a challenge in undergoing a research which involves a vast understanding of the environment and the study of subjects staying in that environment. Although the outcome of this study will help fill in the gaps evidently seen in the literature but the process involves a lot of planning. How does one plan such a humongous research study?  In this article, we will discuss how to conduct a field research and what are the different methods used to streamline the field study !

Research is much more than performing the experiment and analyzing results. It involves gathering raw data and understanding the subject of research in its environment. These type of researches are more elaborate and are the reason for producing real information on a large scale.

Table of Contents

What is Field Research?

Field research is a process where data is collected through a qualitative method. The objective of field study  is to observe and interpret the subject of study in its natural environment. It is used in the field of study of humans and health care professions. Furthermore, it connects theory and practical research study by qualitatively analyzing the data.

Why to Conduct Field Study?

Field study allows researchers to identify and observe the subjects and helps draw correlations between subjects and surroundings, and how the surroundings may influence the behavior.

It gives an in-depth information on subjects because they are observed and analyzed for a long period of time.

Field study allows researchers to fill the gaps in data which can be understood by conducting in-depth primary research.

How is a Field Research different from a Lab Research?

Different methods of field study research.

There are four main types of methods for conducting a field research .

1. Ethnographic Field Notes

This type of field work is particularly associated with field work that records and analyzes culture, society or community. Most commonly this method of research is used in social anthropology, societies and communities.

2. Qualitative Interviews

Qualitative interviews give researchers detailed information. This vast information is segregated in order to make inferences related to the sample group. This data is gathered by conducting interviews either informally, conversationally or in an open ended interview.

3. Direct Observation

Researchers gather information on their subjects through close visual observation. The researcher can record the observations and events as field notes holistically without a guided protocol. This form of research approach is termed as unstructured observation. However, in a structured observation the researcher uses a guide or set protocols to observe people and events. Furthermore, in direct observation the observer is detached and does not obstruct the research setup. It does not work as an alternative method for conducting field research , and rather works as an initial approach to understand the behavior of the research. This type of method is extensively used in fields of sociology and anthropology wherein the researchers focus on recording social life details in a setting, community, or society.

4. Participant Observation

In this research method, the researcher takes part in the everyday life of the members chosen for observation. This gives the observer a better understanding of the study. Additionally, these observation notes are a primary type of data which the researchers later develop into detailed field notes.

Steps to Conduct a Field Study

1. identify and acquire researchers of the field.

It is essential to acquire researchers who are specialized in the field of research. Moreover, their experience in the field will help them undergo the further steps of conducting the field research .

2. Identify the topic of research

Post acquiring the researcher, they will work on identifying the topic of research. The researchers are responsible for deciding what topic of research to focus on based on the gaps observed in the existing research literature.

3. Identify the right method of research

After fine tuning the research topic, researchers define the right method to approach the aim and objectives of the research.

4. Visit the site of the study and collect data

Based on the objectives, the observations begin. Observers/Researchers go on field and start collecting data either by visual observation, interviews or staying along with the subjects and experiencing their surroundings to get an in-depth understanding.

5. Analyze the data acquired

The researchers undergo the process of data analysis once the data is collected.

6. Communicate the results

The researchers document a detailed field study report , explaining the data and its outcome. Giving the field study a suitable conclusion.

Advantages of Field Study

The major advantage of field study is that the results represent a greater variety of situations and environments. Researchers yield a detailed data analysis which can be used as primary data for many different research hypotheses. Furthermore, field research has the ability to find newer social facts which the setting or community and the participants may be unaware of. Most importantly, there usually is no tampering of data or variable, as data is collected from the natural setting.

Disadvantages of Field Study

Various methods of field study involve researchers conducting research study and immersing themselves on the research field to gather data. This collection of data can be expensive and time consuming. Moreover, the information acquired is usually undertaken through observation of small groups and this may lack understanding and implications to the larger group of study.

Did you ever conduct a field research? How did you find the process? Which type of field research method did you use? Let us know about it in the comment below.

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Field Research explained

Field research: this article explains the concept of field research in a practical way. The article starts with the definition of this term, followed by a general explanation and some practical examples of field research. You will also find an explanation of the various methods and a step-by-step plan for conducting field research. Enjoy reading!

What is field research?

Field research, also known as fieldwork, is a method of collecting raw data outside of the lab, library, or usual workplace.

It involves observing and interacting with people, animals or phenomena in their natural environment to gain a deeper understanding of their behavior, social interactions and the dynamics of their environment. Read more about experimental research .

Field research methods vary by field. For example, biologists observe animals in their natural habitats, and social scientists conduct interviews and observations to study human societies.

The definition of Field research

Field research is a qualitative research method that focuses on observing and understanding individuals, groups, communities or society as a whole.

It aims to capture authentic and contextual data by immersing researchers in the environments they study.

Through direct observation and interaction with subjects, field researchers gain firsthand insight into their behaviour, beliefs, cultural practices and social structures.

It encompasses a wide variety of well-defined methods, including:

• Formal interviews
• Informal interviews

Direct observation

Participating observation.

• Collective discussions
• Analysis of personal documents
• Self-analysis
• Offline and online activities

Although this type of research is mainly qualitative, it can also contain quantitative aspects, depending on the research goals and methodologies applied.

History and the origin of Field research

Field research has a long history, especially within cultural anthropology . Anthropologists have made extensive use of field research to study different cultures, often focusing on so-called primitive cultures or cultural differences based on factors such as class.

The term “field” refers to defined areas of research, such as education, industrial environments or Amazon rainforests, where social research is conducted.

Influential figures in the early development of this type of research include Alfred Radcliffe-Brown and Bronisław Malinowski, who laid the foundations for future work in anthropology.

Field research versus laboratory research

Field research and laboratory research differ in their approach to data collection.

Field research takes place in natural environments, where researchers make direct observations and interact. It provides contextual data and insight into complex processes, but may be limited in establishing causal relationships.

On the other hand, laboratory research takes place in controlled environments, where variables are manipulated and repeatability is ensured.

It is well suited for testing hypotheses and obtaining accurate measurements, but may lack the complexity of natural environments.

Both approaches complement each other and the choice depends on the research questions and available resources .

Research Methods For Business Students Course A-Z guide to writing a rockstar Research Paper with a bulletproof Research Methodology!   More information

Methods for field research

Field research involves the use of various methods to collect valuable data and gain insight into the phenomena under investigation.

Here are some common methods applied in field research:

This method involves carefully observing people, animals, or events in their natural environment. By watching closely, researchers can study behaviors, interactions, and responses to specific situations without actively participating.

In this method, the researcher actively participates in the group, community, or environment under study. By participating in activities, having conversations and being involved in daily routines, researchers can develop a deep understanding of the social structures, norms and values, and the meaning attached to certain actions.

Qualitative interviews

This includes conducting interviews with individuals or groups to find out their perspectives, experiences and opinions. By asking open-ended questions and delving deeper into topics, researchers can gain insight into participants’ thoughts and feelings.

Data analysis of documents

In this method, documents, such as letters, diaries, reports, or other written materials, are analyzed to obtain information and insights. These documents can provide valuable context and provide a historical perspective on the issues examined.

Informal conversations

Sometimes having informal conversations with people in the research environment can yield useful information. These can be casual chats during breaks or informal gatherings where people talk freely about their experiences and perspectives.

The use of these different methods allows researchers to collect a wide range of data and develop an in-depth understanding of the social, cultural and behavioral aspects of the phenomena under study.

Case studies

Case studies are a useful approach in field research to gain in-depth insights into specific situations, groups or phenomena.

Step-by-step plan for conducting field research

Follow the steps below to get started conducting field research yourself.

Step 1: define your research goal

Determine the specific goal of your research. What do you want to discover, understand or observe? Clearly formulate your research question(s) and objective(s).

Step 2: design your research plan

Consider which methods and approaches are best suited to your research question. Consider the location, participants/population, data collection methods and time frame.

Step 3: Get permission

If necessary, obtain permission from relevant agencies, organizations or individuals to access the study site and collect data. Make sure you follow ethical guidelines and procedures.

Step 4: collect data

Go to the research site and start collecting data according to your research plan. This may include direct observation, interviews, surveys, participant observation or collection of documentation.

Step 5: Analyze and interpret your data

Evaluate and analyze the collected data . Identify patterns, themes or trends relevant to your research question. Interpretation of the data should be based on accurate and systematic analysis.

Step 6: draw conclusions and formulate results

Based on your analysis and interpretation, you come to conclusions that answer your research question . Formulate clear results and present them in a structured way .

Step 7: Report and share your findings

Write a research report describing the methodology, findings and conclusions. Share your results with the scientific community, stakeholders or the wider public through publications, presentations or other appropriate channels.

Step 8: Reflect and Evaluate your field research

Take the time to evaluate your research experience . What were the strengths and challenges of your research? What would you do differently in the future? Reflect on possible improvements and learning points for subsequent studies.

Examples of known field studies

Numerous interesting discoveries have been made while conducting research. Here are three examples of discoveries made while conducting this type of research:

New animal species

Field research has led to the discovery of several new animal species. For example, in 2018, during a field research expedition in the rainforests of Ecuador, researchers discovered a new species of tree frog.

This discovery highlighted the importance of field research in identifying biodiversity and understanding the ecological systems in which these species live.

Ecological changes

Field research has also helped identify ecological changes and understand their causes.

For example, by studying coral reefs in different parts of the world, scientists have found that coral bleaching, a consequence of climate change, is having a devastating effect on coral reef health.

It’s Your Turn

What do you think? Do you recognize the explanation about field research? Have you ever heard of this type of research before? Have you ever conducted this yourself? What do you think are the advantages compared to, for example, research in a laboratory? Do you have tips or other comments?

Share your experience and knowledge in the comments box below.

More information

• Barick, R. (2021). Research Methods For Business Students . Retrieved 02/16/2024 from Udemy.
• Burgess, R. G. (Ed.). (2003). Field Research: A sourcebook and field manual (Vol. 4) . Routledge.
• Burgess, R. G. (2002). In the field: An introduction to Field Research (Vol. 8) . Routledge.
• Edmondson, A. C., & McManus, S. E. (2007). Methodological fit in management Field Research . Academy of management review, 32(4), 1246-1264.
• McKinnon, J. (1988). Reliability and validity in Field Research: some strategies and tactics . Accounting, Auditing & Accountability Journal, 1(1), 34-54

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Embracing field studies as a tool for learning

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Field studies in social psychology tend to focus on validating existing insights. In addition to learning from the laboratory and bringing those insights to the field — which researchers currently favour — we should also conduct field studies that aim to learn in the field first.

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The state of customer care in 2022

Customer care leaders are facing a perfect storm of challenges: call volumes are up, employees are leaving and harder to replace, and digital solutions aren’t yet delivering on their full promise. Add rising customer expectations and decades-high inflation  to the mix, and it’s easy to understand why customer care leaders are feeling the pressure.

About the authors

This article is a collaborative effort by Jeff Berg , Eric Buesing , Paul Hurst, Vivian Lai, and Subhrajyoti Mukhopadhyay, representing views of McKinsey’s Customer Care service line.

The stakes couldn’t be higher as teams try to adapt to a postpandemic era of customer care. Over the past two years, leaders have had to quickly adapt systems and ways of working to accommodate the shift to working from home—up to 85 percent of their workforces, in some cases. Contact center employees are harder to hold onto, and nearly half of customer care managers experienced increased attrition in 2021, leading to performance variability.

Over the past two years, customer care leaders have had to quickly adapt systems and ways of working to accommodate the shift to working from home.

While digital solutions and the shift to self-service channels will solve many of these challenges, they aren’t quite reaching the goal. For most organizations, the vast majority of digital customer contacts require assistance, and only 10 percent of newly built digital platforms are fully scaled or adopted by customers.

Not surprisingly, McKinsey’s 2022 State of Customer Care Survey has found that customer care is now a strategic focus for companies. Respondents say their top three priorities over the next 12 to 24 months will be retaining and developing the best people, driving a simplified customer experience (CX)  while reducing call volumes and costs, and building their digital care and advanced analytics ecosystems.

With challenges on all fronts, the question now confronting leaders is how best to prioritize investment across the people, operations, and technology aspects of their customer care strategies. Knowing where to focus or what to do first isn’t easy, and businesses need to move quickly. Companies that don’t invest in this area face the possibility of further talent attrition, customer dissatisfaction, and even loss of market share.

But customer care is also now a major opportunity for businesses. Done well—through a combination of tech and human touch—it is an area where companies can drive loyalty through a more personalized customer journey while unlocking greater productivity, increased revenue, improved job satisfaction, and real-time customer insights.

This article presents the key findings of the 2022 State of Customer Care Survey and how businesses are shifting priorities at this critical time.

Challenges on all fronts

To uncover the latest trends in customer care, McKinsey surveyed more than 160 industry leaders and experts at the director, senior director, vice president, and C-suite levels to find out how their operations have been affected over the past two years of the COVID-19 pandemic.

Care is at an inflection point

The survey findings indicate that customer care is at an inflection point. Call volumes are higher and more complex than before, while companies find themselves struggling to find talent and train them to proficiency at pace.

As customer care increasingly moves online, the distinction between digital and live interactions has also begun to blur. Organizations are looking for new capabilities that will enhance both the customer and employee experience in “moments that matter”—those interactions that may have previously happened face to face or have significant influence on overall CX.

Compared with results of the 2019 State of Customer Care Survey, customer care leaders are now more focused on improving CX, reducing contact volumes, deploying AI assistance, and increasing revenue generation on service calls (Exhibit 1).

Customer care talent is increasingly scarce

Higher call volumes and more complex calls are challenging existing capacity—61 percent of surveyed care leaders report a growth in total calls, with increased contacts per customer and a growing customer base as the key drivers. And 58 percent of care leaders expect call volumes to increase even further over the next 18 months.

While a growing customer base is a positive sign for business, it puts greater pressure on contact centers that are already under strain. More customers mean increased call numbers, and with more complex calls, customers tend to have to phone contact centers over and over again—further affecting capacity and resulting in a more negative CX overall.

To make matters worse, talent attrition is affecting customer care capacity. Employees are leaving faster than they did before the pandemic—a result of the Great Attrition—and are more difficult to replace. Nearly half of surveyed managers report increased employee attrition over the past 12 months.

The top-cited reason for employees leaving is poaching by competitors—58 percent—alongside employee burnout, employee dissatisfaction, lack of advancement opportunities, and poor work–life balance (Exhibit 2).

Retaining talent could prove vital in the race to maintain capacity. New hires require significant staff training, with 41 percent of surveyed leaders reporting that it takes between three and six months to train a new employee for optimal performance and a further 20 percent saying it takes more than six months.

Uniting self-service and live channels

Many companies have made significant investments in digital care capacity in recent years, though cross-channel integration and migration issues continue to hamper progress. For example, 77 percent of survey respondents report that their organizations have built digital platforms, but only 10 percent report that those platforms are fully scaled and adopted by customers. Only 12 percent of digital platforms are highly integrated, and, for most organizations, only 20 percent of digital contacts are unassisted.

In an increasingly digital first environment, however, customer care is fundamental to how organizations interact with their customers. Leaders in this field are asking, “How do we create a better, more personalized experience through digitally enabled services?”

Businesses are investing in three critical areas

Faced with the challenges of a fast-changing and demanding environment, companies can’t afford to refrain from acting on the customer care storm. Over the past two years, customers have flocked to digital channels because of the pandemic, and organizations have had to race to meet their needs with new channels that support remote and digital transactions.

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In a postpandemic future, this pivot to digital is likely to keep growing. And while many companies believe that they have made significant strides in their customer care transformation journey, a significant number remain at a foundational level—they are improving self-service options and automating common requests but haven’t yet moved far enough along the journey to distinguish from their competitors. Meanwhile, those that have the leading edge are leveraging real-time customer behavior insights and conversational AI to deliver proactive customer outreach.

Customer care leaders say their top three priorities over the next 12 to 24 months are to retain and develop the best people, drive a simplified CX while reducing call volumes and costs, and build out their digital care ecosystems.

Retain and develop the best people

Traditionally, customer care talent has been regarded as cheap, easy to replace, and relatively low skilled. But with call volumes growing and calls becoming more complex to resolve, these employees now require more strategic consideration.

With three out of five surveyed leaders citing attracting, training, and retaining talent as a top priority, businesses are looking at ways to build a better organizational culture. Two of the most effective ways to do this—according to customer care leaders—are to find ways to motivate and build trust with employees and to encourage leaders to listen and act on employee feedback (Exhibit 3).

Shift the interactions

Shifting the workload away from transactional, repetitive calls can address a number of the headaches facing customer care leaders. The move can free up capacity to improve CX while offering more rewarding work to employees.

Companies are looking to shift from a transactional to a solution-oriented interaction during the live, complex calls that matter most to customers. Organizations are also turning to self-service channels and tech to resolve high volumes. And the strategy is working. Nearly two-thirds of those surveyed that decreased their call volumes identified improved self-service as a key driver (Exhibit 4).

Organizations are planning to increase digital interactions one and a half times by 2024. The top three areas identified for investment include tech that improves omnichannel and digital capabilities—for example, chatbots and AI tools—automated manual activities in contact centers, and advanced analytics capabilities.

Despite digital tech taking on more of the burden for customer service interactions, human assistance will likely remain an important driver of overall CX, especially in the moments that matter. Customers want fast, efficient service, but they also want personalized customer care, whatever the channel of engagement.

Develop AI-powered customer care ecosystems

The growing challenges around increasing volumes, rising complexity, and limited talent availability are unlikely to be solved at scale without AI and data analytics. Companies can optimize the entire customer operations footprint by using tech to measure performance, identify opportunities, and deploy value-capturing change management, thus delivering critical operations insights and impact at scale.

For customers, AI-driven tools like predictive analytics can deliver a personalized and proactive experience that resolves issues before customers are even aware that they exist—enhancing CX at every point along the customer journey. Tech can also assist in developing a high-performing workforce by identifying optimal work processes and practices using analytics. Automated coaching can potentially be deployed to every individual, supporting efforts to attract, develop, and retain scarce talent.

How CEOs can win the new service game

In the AI-powered care ecosystem, around 65 percent of tasks and 50 to 70 percent of contacts are automated, creating a true omnichannel experience that provides a consistent and seamless experience across interactions. In this way, the potential of contact centers could be unlocked to become loyalty-building revenue generators through greater solutioning and sales excellence.

Putting priorities into practice

CX is fast becoming a key competitive area. Companies that don’t prioritize their strategy and digital transformation journeys are likely to face continued customer dissatisfaction, as well as talent attrition—thus threatening their brand and market competitiveness.

Getting customer care right depends on prioritizing and investing across the people, operations, and tech aspects of the customer care strategy. Companies can consider the following key steps as they look to build out their capabilities and invest in their digital care ecosystems:

• Start by setting out the vision for the customer care organization, capturing what excellence looks like.
• Conduct a rapid but thorough due-diligence-style assessment of people, processes, and capabilities, looking at the customer care operation in a new light to identify not just incremental changes but a reimagined, large-scale transformation.
• Path one follows a traditional design approach, which may take longer but prove less risky, as the entire transformation is considered at the outset.
• Path two involves an interactive and agile design, test, and iterate methodology, which may lead to new solutions quickly.
• Leverage the full suite of available technologies and analytical approaches that are driving successful outcomes in customer care, including natural language processing (NLP) and AI in frontline operations to match work to workers, together with cognitive AI assistance for resolving simpler customer queries.

Personalized digital interaction nowadays is an expectation rather than a luxury or an added perk, and customer care is the issue at the heart of this digital first environment—companies can’t afford to stumble at this juncture. If done well, however, customer care presents a great opportunity to build loyalty and long-term relationships with customers, creating organizational resilience for the future.

Jeff Berg is a partner in McKinsey’s Southern California office; Eric Buesing is a partner in the Stamford, Connecticut, office; Paul Hurst is a consultant in the Charlotte, North Carolina, office, Vivian Lai is a consultant in the New York office, and Subhrajyoti Mukhopadhyay is an expert in the Chicago office.

The authors wish to thank Karunesh Ahuja and Charles-Michael Berg for their contributions to this article.

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